Looking To Tap Into The $68 Billion
US Television Advertising Market?
TV Ad Grabber
™: The ceBerg patent application offers a niche into this
lucrative market.
Product Proposal
The following sections explore the various
opportunities offered by this patented product. A set of questions
are also answered in each section.
Product:
TV Ad Grabber™
Summary:
This product facilitates the closing of a sale for a television
advertised product or service by using the ubiquitous remote control to
capture and store the displayed TV ad's contact information.
In 2004, over $65 Billion was spent on TV advertising in the US. $21.2
Billion was spent on cable TV and $45.6 Billion was spent on broadcast
TV1.
Related Documents:
What is the goal of this product?
To facilitate closing a sale for a TV advertised product /
service.
What are the revenue opportunities for
this product?
In 2004, over $65 Billion was spent on TV advertising in the US.
$21.2 Billion was spent on cable TV and $45.6 Billion was spent on
broadcast TV . Between 2002 and 2004 ad' spending on cable TV grew by
30.1% and 8.5% on broadcast TV1.
For every hour of television programming, ten minutes are
advertisements. On
average a television advertisement is 30 seconds
long. Hence every day there
are approximately 480 advertisements,
per TV channel. TV viewing households
in America receive
approximately 100 channels of television
3.
Therefore an American TV viewing
household receives about 4,800 advertisements every day.
The average American watches about four hours of TV a day
4, and hence is
exposed,
personally to approximately 80 ads every day.
What are the defining features
and benefits of this product?
The defining features for TV Ad
Grabber are as follows:
- TV ad contact information is embedded in the TV signal using the
existing
technology of videotext / closed captioning.
- The TV receiver extracts the embedded ad's contact information
and
makes it available to be retrieved via a television's remote
control.
- A modified TV remote control can request the displayed
advertisement's
contact data to be transmitted to it for viewing
and storage.
- The consumer uses the remote control to scroll through, at-will
a list of
retrieved TV ad data, which he is interested in.
What is the market niche of
this product?
.The proposal's business area is television advertising.
The proposed product TV Ad Grabber™ solves an old and persistent
challenge
in television viewing. The proposed product addresses the
problem of a
consumer having difficulty "contacting" the advertised
product, i.e. "closing the
sale".
What is the problem /
challenge being addressed?
.TV Ad Grabber uses existing technologies and consumer habits to
close the sale
between the TV advertisement and the interested
consumer.
Consider the following typical TV viewing experience:
A consumer watching TV is interested in following up on a
displayed
advertisement. The TV viewer does not have a pen and
paper at hand, or a phone, and he rarely is able to recall the ad's
contact information –
1-800-something,
or
www.something.com.
One thing is always close at hand when he's watching TV - the remote
control.
TV Ad Grabber ™ enables the consumer to instantly, and easily
captures the displayed TV advertisement contact information in his
remote control. The consumer can later retrieve, at-will, the
captured ad information and follow up his interest in the advertised
product / service, by phone or on the Internet.
Furthermore, the proposed product provides a solution for tracking
consumer
response to TV ads. One solution is to embed specific
contact information in the
Ad Grabber information, for example a
phone number extension, or a specific
web site address.
What are some of the
current approaches to this problem?
- Pen and paper
- Telephone close at hand
- Personal memory
Why is this problem worth
solving or worth solving better?
The primary purpose of the business of advertising, is the
closing of a product's /
service's sale.
Over $1 trillion is
spent annually, worldwide on marketing and advertising, half of
which is spent in the USA
2. As stated in a BusinessWeek
article;
"Marketers want to know the actual return on investment
(ROI) of each dollar. They want to know it often, not just annually."
2
TV Ad Grabber enables the interested consumer to close the sale, with
ease and
comfort using technology that the consumer always has
at-hand when watching
TV – the remote control.
How will this product
be better than previous approaches?
TV Ad Grabber builds upon existing technologies and the habits
and comfort
zones of TV watching consumers. Future releases of this
product will integrate
seamlessly with the consumer's telephone and
Internet connected PC.
What are the main
rewards of this product?
Providing a win-win for all participants in television
advertising:
- Better sales closing of TV advertised products and services for
businesses, and hence a better ROI on advertising dollars spent.
- Easier and convenient means for a TV viewer to grab and retain
ad contact
information, so that the viewer can follow up her
interest at her leisure.
What are the main business risks of
this product?
Difficulty in selling the TV Ad Grabber product to the following
marketplaces:
- TV advertising industry and its clients
- Television and remote control manufacturers
- Consumers
- Convincing the various television industry sectors to adopt
common TV Ad
Grabber standards
