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Technique for end to end personalized and interactive marketing on Television

IP.com Disclosure Number: IPCOM000236959D
Publication Date: 2014-May-23
Document File: 5 page(s) / 121K

Publishing Venue

The IP.com Prior Art Database

Abstract

The proposed technique uses television for personal and interactive offer delivery. Each of the set top box can be identified uniquely which is associated with each viewer, which makes it possible to target any viewer with offer message based on the marketing logic designed at marketer's end. This technique can be used for personalize as well as interactive marketing for television channel and response tracking of the offers delivered on television through set top box.

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Technique for end to end personalized and interactive marketing on Television

Television is always a most favorite channel for marketing(advertising) among the marketers. Recently television is entered into the digitalization format , the reach of the television channel is very vast. Existing way of marketing on this channel is limited to broadcast messages, general offers for viewers and advertising only. This channel has not been explored or utilized for personalized and interactive marketing so far.

Due to Contact Fatigue by different companies through different conventional channels like emails, SMS, Couriers, ATMs etc. many times customers tends to miss the very relevant offers. Television can be proved to be very cost effective, user friendly and easily available Channel as compared to others channels.

Due to the digitalization of this TV broadcast service it enables an opportunity to explore this channel and use it for personal and interactive marketing offers.

Currently the Television Broadcast service providers (BSPs) like Tata Sky, Big TV, Cable operators provides digital television service to the users via set top boxes, which are installed at user's premises.

Summary of technique:


The proposed technique uses television for personal and interactive offer delivery. Each of the set top box can be identified uniquely which is associated with each viewer, which makes it possible to target any viewer with offer message based on the marketing logic designed at marketer's end. In the marketing management systems this subscriber id can be used as Audience ID and a channel identified associated with each viewer. Marketers will have access to viewers profiles through various service providers like Airtel, Tata sky or there would be centralized system in place to manage these profile data.

The two aspects of the offer delivery proposed are,


1. Personal offer : The offer(s) specially design for the customer based on his profile, history and other parameters of the marketing strategy. As television viewers can be uniquely identified by their subscriber ID in the viewers database, they can be contacted through the TV channel to deliver an offer via set top box. Now the offer which will be delivered to the viewers can be decided by marketing strategy.


2. Interactive Offers : The logical interacting program can be transferred to the user's set top box securely, so that it can interact with the customer to select the best option for them or provide multiple choices in the offer.

The ability of this TV channels can be utilized further to increase the effectiveness and ROMI(Returns on Marketing Investment) by tracking the responses and delivering the

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alternate offers interactively.

Summary of the proposed concept:

Personalize as well as interactive marketing through television channel and response tracking

of the offers delivered on television through set top box.

Existing Television system can be categorized into 3 layers...