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
