Top Story

Home >> Digital >> Article

Making ads interactive on television

14-February-2011
Font Size   16
Making ads interactive on television

“Advertising on television has a lot of advantages, but despite the introduction of set top boxes (STBs) for cable and DTH, there has been little innovation in the technology behind it,” remarked Kallol Borah, CEO and founder of Lukup, a new company which aims to change this fact.

Lukup is a product which interfaces with DTH and other STBs for MSOs like Hathaway and InCable to allow an interactive commercial to be aired over the television channels. Much like the active services offered on DTH platforms, a Lukup-enabled ad will come with a hotspot, which requires the user to press a button on their remote to activate the interactive ad content.

This can come in many forms – like a banner at the bottom of a screen, offering special deals for example, or a full screen capture with multiple options allowing a greater degree of interactivity. And because it is completely optional, Borah feels that it will be seen as a value addition to the process.

Lukup is not the only company leveraging the communication possibilities of DTH. Vineet Kumar, Head of CRM and Loyalty Programs, Homeshop18, said, “We are available on DishTV, Airtel, Reliance and Airtel IPTV, and we try and engage with those customers in different ways. For example, we have a floating window which they can activate and which has special offers, we run other special offers for people on different carriers and offer deals of the day which they can choose to activate.”

The key is to get user engagement through interaction.

Borah said, “Using our technology, we can make TV spots as interactive as a website. This can then be targetted according to the channel, time and location of the audience, so you could run a campaign which is local or national, we handle all that for you. All the technology is in place, so we can offer a great new format without causing any inconvenience to the users.”

He further said, “Different companies all make different set top boxes and so for any brand to tackle this channel, there are a lot of technical problems, but we create a single solution across the board. So, the agency has to focus on the creative aspect, and for example, we can create an ad for financial services. Now, it runs as a 10-second spot like any other ad, but there is a hotspot and so if you are interested in the product, say an auto insurance ad, you press a button and there is a page which shows you how to get information on the Internet, shows you some details of the product, and even gives you a button you can press to give your phone number and request a callback from the advertiser, then my insurance ad has gone from a 10-second spot to a full interaction with an engaged customer.”

With a reach of around 20 million homes on DTH, these new services offer a combination of TV and online formats, and according to Borah, there are already over 15 major brands that are signed on with Lukup, while Kumar also shared that Homeshop18 has seen a very positive response to their initiative as well.
 

Tags Kallol Borah HomeShop18 DTH IPTV Airtel DishTV Reliance Digital

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space