Looking To Tap Into The $68 Billion
US Television Advertising Market?
TV Ad-Grabber
™ offers an innovative niche
into this
lucrative and influential market.
TV Ad-Grabber™ Product Proposal
The following sections explore the various
opportunities offered by this product (US Patent 8,291,465). A set of questions
is also answered in each section.
Product:
TV Ad-Grabber™ (US Patent 8,291,465)
Summary:
This product increases sales revenues for television
advertised products or services by using the ubiquitous television remote control to
capture (i.e. to grab) and to store the displayed TV advertisement's contact information
as well as any other pertinent data.
In 2013 over $68 Billion was spent on TV advertising in the USA12.
"With USD
6.50 of every ten dollars being spent on television, it’s clear that
TV remains the most important and cost effective advertising medium
for companies looking to reach new consumers"8
Over $360 Billion was spent globally on television advertising in
201312.
What is the goal of TV Ad-Grabber™?
Greater sales revenue for television advertised products and
services by making it easier and more convenient for the television
viewer to contact an advertiser.
What are the revenue opportunities for
TV Ad-Grabber™?
Globally approximately 63% of all advertising is spent on television
ad's10.
Global ad spending in 2013 was over USD $500 Billion12.
A conservative premium of 15% per advertisement's cost yields annual
gross revenue of approximately USD $9.6 Billion in the US market and
potentially USD $52 Billion globally.
What are the defining features
and benefits of TV Ad-Grabber™?
The defining features for
TV Ad-Grabber™ are as follows:
- TV ad contact information is embedded in the television signal using the
existing
technology of teletext / videotext / closed captioning.
- The TV receiver extracts the ad's embedded contact information
and
makes it available to be 'grabbed' easily by a TV viewer
using a television's remote
control.
- A modified TV remote control, or a smart-phone, requests the displayed
advertisement's contact data which is transmitted to it for viewing
and storage.
- The consumer uses the TV remote control to scroll through
a list of
retrieved TV ad data which has been grabbed / stored.
- Greater sales of advertised products and services and measurable
ROI for companies' advertising spend.
What is the market niche of
TV Ad-Grabber™?
The proposal's business area is television advertising. More
specifically it is closing the sales gap which exists today between the
advertiser and the TV viewer.
TV Ad-Grabber™ solves an old and persistent
challenge in television advertisement viewing. It addresses the
problem of a consumer having difficulty "contacting" the advertised
product, i.e. "closing the sale".
What is the problem /
challenge being addressed by TV Ad-Grabber™?
The average American watches about four (4) hours of TV a day4,
and is
exposed to approximately 120 advertisements11
a day.
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, nor a phone within easy reach, and he rarely can recall the ad's contact information : 1-800-something,
or
www.something.com, or
PO Box 000, Some-City, Some-State, Some-ZIP.
One thing that is always close at-hand when he's watching TV
is the remote
control.
TV Ad-Grabber™ enables the consumer to instantly and easily
to 'grab' the displayed TV advertisement contact information and to
store it in her
remote control. The consumer can later retrieve at-will the
'grabbed' ad information and follow up her interest in the advertised
product / service by phone or on the Internet, or in a store, etc.
Furthermore, the proposed product provides a solution for tracking
a consumer's
response to TV ads. One solution is to embed specific
contact data in the
TV Ad-Grabber™ information, for example a
phone number extension or a specific
web site address, or some
other unique indicia.
What are some of the
current approaches to this problem?
- Pen and paper
- Telephone close at-hand
- Personal memory
- Recording the complete, viewed program on a DVR or VCR
- Screen photo of the ad using a smart-phone
- Emerging technologies such as Shazam™
for TV
Why is this problem worth
solving or worth solving better?
The primary purpose of the business of advertising is
closing the sale for a product or a
service, i.e. greater sales
revenues.
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 [advertisement] dollar. They want to know it often, not just annually."
2
How will TV
Ad-Grabber™
be better than previous approaches?
TV Ad-Grabber™ builds upon existing technologies and the habits
and comfort
of TV-viewing consumers.
Future releases of this
product will integrate seamlessly with the consumer's telephone,
internet-connected PC, internet-connected TV receiver, etc.
TV Ad-Grabber™ provides advertisers with the elusive ROI for each
advertising dollar spent and more importantly greater sales for their
advertised products and services.
What are the main
rewards of TV Ad-Grabber™?
Providing a win-win for all participants in television
advertising:
- Greater sales revenues of TV advertised products and services
for businesses and other parties, as well as a better regularly
measureable ROI on advertising dollars spent.
- Easier and more convenient means for a TV viewer to grab and to retain
ad contact information so that the viewer can follow up her
interest at her leisure to purchase the advertised product / service.
What are the main business risks of
TV Ad-Grabber™?
Challenge in selling the TV Ad-Grabber™ product to the following
marketplaces:
- TV advertising industry and its clients
- Television, TV set-top device and remote control manufacturers
- Consumers
- Convincing the various television industry sectors to adopt
common TV Ad-
Grabber™ standards
Related Documents:
"TV advertising
spends still trump digital video",
RapidTvNews,
October 28 , 2013