TVtailmedia is a proposed business that would create targeted interactive television advertisements and deliver them during TV programming in a minimally intrusive format using the cable remote control. Viewers could interact with ads to purchase products, receive coupons or information. The business would analyze viewing data to improve ad targeting and measure effectiveness. Its goal is to engage commercial-skipping viewers by advertising within programming in an interactive opt-in format.

1. TVtailmedia
Melissa Zanardi
Managing Across Media, Professor Everett Dennis
Fordham University, Graduate School of Business
*TVtailmedia does not exist; this business idea was created for a 2008 MBA project
Targeted Interactive Advertising
and Strategic Communications*

2. 2
TVtailmedia
• we create TV ads and partner communications, and
deliver them to targeted audiences
• we engage these audiences with relevant
communications
• our TV ads are shown during programming in a
minimally intrusive, opt-in, and easy-to-use format
• interaction with a TV ad is conducted with the cable
remote control
• participation requires membership in our internet site,
TVtailmedia.com

3. 3
TVtailmedia’s TV advertising
• on the next slide is an example of a
targeted interactive ad that appears
during Rachael Ray’s show, 30 Minute
Meals
• if the viewer chooses to interact with this
ad, several options are available:
• make a purchase
• send me a coupon
• send me information
• we work with the client to determine
additional options

4. 4
interactive ad example
x
x
● Introducing Healthy Gourmet
salad dressings
5 flavor blends that will make your mouth sing x
●Send me information ●Purchase ●Send me a
coupon
note: the ‘x’ in the lower right hand corner enables the viewer
to immediately close the ad if she chooses not to engage

5. 5
interactive ad example
●Ad available
•in this option, the viewer is told an ad is available
•if she chooses to engage, she would use her remote to click on the box
•if she chooses not to engage, the box would disappear after a set
number of seconds

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partner communications
Introducing Healthy Gourmet salad dressings
5 flavor blends that will make your mouth sing
Introducing Healthy Gourmet salad dressings
5 flavor blends that will make your mouth sing

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TVtailmedia’s TV advertising
• while watching their favorite Food Network shows, viewers
can easily and briefly interact with an ad
• an ad can deliver many types of brand engagement
opportunities including:
• coupons and cooking tips text messaged or emailed
• contests to enter
• information to request
a viewer can choose to immediately and
easily opt-out of participation with an ad
TVtailmedia.com stores all ads so viewers can easily search/review them and
make purchases on the site. Viewers can purchase at the conclusion of a
show or during a commercial

8. 8
how does a viewer get started?
• registration takes place at TVtailmedia.com
• participants must establish a site account
• cable TV is required
• no additional software, gadgets, or wires are needed
• no purchase is necessary and the service (TV and internet)
is free
TVtailmedia.com is a secure site that stores
credit card information so customers:
1. feel comfortable making purchases
2. instantly charge their purchases when
they engage with ads
note: TVtailmedia partners with PayPal

9. Tvtailmedia engages viewers on all platforms
9
“37% of smartphone multi-screeners use their devices to talk about ads they've
seen, with some intriguing findings that the more devices people use at once, the
better they are able to remember ads – as in associate advertisers with specific
TV shows”
theguardian http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screen-research

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TVtailmedia
provides a third vehicle to:
why TVtailmedia?
Retail e-tail
TVtail
1. engage consumers with products and services
2. enable consumers to easily interact with and purchase them

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TVtailmedia
• multiple interactive choices are possible:
• enter Rachael’s Best Game-Day Dish contest
• receive money-saving tips for today’s recipes
• see what’s on sale in Rachael’s shop at Foodtv.com
• additional advertising opportunities include:
• learn about Share Our Strength, Food Network’s Official
Charity Partner
• promote Scripps Networks’ contests, give-aways, and
specials
• market talent and their products/services
the next slide provides an advertisement example of Rachael
Ray’s Garbage Bowl and includes additional options

12. 12
easily purchase Rachael’s products
Rachael’s Garbage
Bowl●
Purchase for $18.95●
Save to TVtailmedia.com
account●
Receive Rach’s Specials email●
•in this option, the viewer is presented with the option to engage
•if she chooses to, several choices follow
•if she chooses not to, the box will disappear after a set number of seconds

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targeted advertising
• set-top boxes pull sophisticated data on TV-watching
behavior
• data is reported to advertisers in real time
• speed of delivery enables advertisers to assess response rates
and ROI
• adjustments to ads can be made easily and quickly if ads
are not generating positive viewer engagement and sales
data such as:
1. at what point did most viewers stop engaging with an ad
2. the length of time viewers watch an ad

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this is smart marketing
“interactive TV combines the entertaining nature of
television with the interactivity of the Web.”
Ensequence
“interactive advertising
is a new concept for the
TV business AND is
increasingly vital to its
future as an ad medium.”
Canoe Ventures
“smart use of interactive TVcould bring about anadvertising renaissance.”Business Week
“2/3 of big marketers said standard TV ads became
less effective in the past 2 years, according to a
January 2008 survey by the Association of
National Advertisers and Forrester Research.”
USA Today
“average rates of clicking on interactive TV
ads can range from 3% to 6%.
Internet rates often average less than 1%.”
Brightline iTV Marketing Specialists
“interactive TV lets marketersstudy consumer behavior inresponse to an ad.”USA Today
“an engaged viewer is a happy customer.”
89.3 KPCC (southern California’s public radio)

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need to reach commercial-skipping consumers
• evidenced by the number of DVR and Video-on-Demand
enabled households
that’s why advertising DURING programming is so important!
nearly 25% of all TV
content watched will
be time-shifted by 2012

16. 16
consumers are interested
• Parthenon and Backchannelmedia
tested interest in interactive advertising
• results were positive
• participants were asked to interact with
a TV ad
• 40% of participants stated they are
likely to adopt the new medium
Conducted in Jan. 2008 these consumers were NOT
even shown targeted ads!Parthenon Group is a Boston-based
strategic advisory firm and Backchannelmedia
is an interactive TV technology provider

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why is it smart for Food Network?
1. better brand exposure – more ad mileage
• $
• star exposure
1. cross-sell/promotional opportunities with other Scripps
Networks
2. continue to capture younger demographic
• uniqueness of advertising is appealing
a TVtailmedia.com link can also be placed on a
client’s website to enable immediate viewer access

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Food Network advertising is well-liked
4. Food Network delivers an engaged audience:
5. Food Network audience members are “more likely to
purchase the advertised products…”
Adults 25 - 54
I’m more likely to
purchase the
advertised products
#1 #2 Is a way to
learn about
new products
#2
#1 #2
Adults - $75K+
Inspires me to
buy
new things
Simmons Multi-Media Engagement Study conducted in late 2007 through early 2008 -- adults
aged 25-54 were asked questions regarding ads on 80 TV networks including Food Network

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in the news…page 1
• Cablevision delivered targeted ads this past summer to
500,000 homes in the NYC metro
• represents cable’s largest deployment to date
• advertisers paid premiums to have their ads delivered to only
select audiences
• top national brands participated
• in October, Cablevision unveiled interactive TV banner
ads
• viewers will be able to order product samples, brochures, and
coupons using their TV remote
• purchasing via a remote control will not be available until
2010

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in the news…page 2
• “Interactivity through the remote control seems to drive a
higher response rate than driving audiences to get on the
Internet or make a phone call,” said Joan Gillman, president
of media sales for Time Warner Cable
• “Using interactive techniques, we can get a targeted
consumer to engage with a brand on TV for a much longer
period of time than just a 30-second commercial,” said
Jacqueline Corbelli, chief executive of media agency
BrightLine iTV
• DirecTV plans to offer targeted ads in 2011
• Google established a partnership with Visible World (July
’09) to offer its TV advertisers more targeting options

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swot analysis
opportunities:
• advertising placement in
additional media to drive
consumer interest and purchase
threats:
• competition
• lack of adherence to privacy
laws
•consumer disinterest
strengths:
• consumer interest
• TV advertising need
•consumer utilization of
multiple devices while
watching TV
weaknesses:
• potential for ads to become
interruptive
•privacy issues

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why TVtailmedia?
TVtailmedia
breaks through the advertising clutter
and delivers relevancy
to engaged targeted audiences
Questions?