Moving advertising on the phone
Zattoo now offers 30 channels on the iPhone and is exclusively presenting the first video commercials on mobile screens.
Pictures on the iPhone are on the move. Blick TV, 20 Minuten and Zattoo are competing in a battle that will soon offer new benefits to a growing customer base on a daily basis. In early November, Blick TV announced that it can now be received for free on the iPad and iPhone. The offering includes 28 channels streamed live 24 hours a day. Those who don't like ads can get the premium offer for CHF 6.60 per month.
Zattoo had already made some TV channels, such as those from Swiss TV, available free of charge for the World Cup. In November, this basic offering grew to 30 channels. Since November, advertisers have been able to play out their TV spots when changing channels. Zattoo also continues to offer a paid service with 47 channels and no advertising.
Moving image advertising on the iPhone was introduced before Christmas. "We are the first providers to be able to place such moving spots in Switzerland," explains Martin Schlenker, Head of Advertising Market Switzerland at Zattoo.
20th Century Fox Home Entertainment is also interested in such innovative solutions on the market. "With advertising on the Zattoo-iPhone app, we can target existing and potential customers and ultimately significantly increase our marketing efficiency and sales performance," says Markus Naef, Country Manager Switzerland.
Along with 20th Century Fox, Orange is one of the first two customers of the moving spots on the iPhone. "Orange has found a good partner in Zattoo," Jiri Kral, Online Communications Project Manager, is convinced. "In the digital way, the Orange TV spots can be shown to an extended target group. As an innovative brand, we also support new forms of advertising, especially in the area of mobile advertising." The goal of this year's Christmas campaign was to continue to create awareness for the new subscription "Orange Me" including a "Winter Special" promotion. The Orange spots ran from November 15 to December 12. The DVD and Bluray of 20th Century Fox's "A-Team" movie will be promoted from Dec. 13 to Jan. 2. Current delivery figures are 400,000 ad impressions per week, as confirmed by Martin Schlenker.
Figures from a mobile campaign by IP Deutschland for the movie "Salt" already show how effective moving advertising can be on the ¬iPhone. 20 percent of users of the RTL mobile portal spontaneously remembered this campaign. Of these, 66 percent became curious about the movie as a result of the spot, and 29 percent of app users were inspired to go to the cinema.
The apps for Zattoo are free and do not require user registration. They can be downloaded from the App Store. Among the 30 channels there are 22 full service providers, 4 news channels, 2 sports channels and 2 music channels.
Even before the introduction of the expansion to 30 channels, 40,000 users were already taking advantage of the offer of Zattoo's 5 free channels on the ¬iPhone. To keep viewers tuned in, the spots inserted during these changes are ideally 5 to 10 seconds long. Basically all video formats are supported by Zattoo. These can be edited in-house. An optimal delivery would be 480×360 px as an flv file.
For the near future, Zattoo expects up to 100,000 monthly users for its expanded FREE live TV offering. And there will soon be further innovations, as Nick Brambring, Zattoo's COO, explains. For example, the company is working at full speed on a comprehensive recording system that will be "far superior" to previous solutions.
Andreas Panzeri
Zattoo had already made some TV channels, such as those from Swiss TV, available free of charge for the World Cup. In November, this basic offering grew to 30 channels. Since November, advertisers have been able to play out their TV spots when changing channels. Zattoo also continues to offer a paid service with 47 channels and no advertising.
Moving image advertising on the iPhone was introduced before Christmas. "We are the first providers to be able to place such moving spots in Switzerland," explains Martin Schlenker, Head of Advertising Market Switzerland at Zattoo.
20th Century Fox Home Entertainment is also interested in such innovative solutions on the market. "With advertising on the Zattoo-iPhone app, we can target existing and potential customers and ultimately significantly increase our marketing efficiency and sales performance," says Markus Naef, Country Manager Switzerland.
Along with 20th Century Fox, Orange is one of the first two customers of the moving spots on the iPhone. "Orange has found a good partner in Zattoo," Jiri Kral, Online Communications Project Manager, is convinced. "In the digital way, the Orange TV spots can be shown to an extended target group. As an innovative brand, we also support new forms of advertising, especially in the area of mobile advertising." The goal of this year's Christmas campaign was to continue to create awareness for the new subscription "Orange Me" including a "Winter Special" promotion. The Orange spots ran from November 15 to December 12. The DVD and Bluray of 20th Century Fox's "A-Team" movie will be promoted from Dec. 13 to Jan. 2. Current delivery figures are 400,000 ad impressions per week, as confirmed by Martin Schlenker.
Figures from a mobile campaign by IP Deutschland for the movie "Salt" already show how effective moving advertising can be on the ¬iPhone. 20 percent of users of the RTL mobile portal spontaneously remembered this campaign. Of these, 66 percent became curious about the movie as a result of the spot, and 29 percent of app users were inspired to go to the cinema.
The apps for Zattoo are free and do not require user registration. They can be downloaded from the App Store. Among the 30 channels there are 22 full service providers, 4 news channels, 2 sports channels and 2 music channels.
Even before the introduction of the expansion to 30 channels, 40,000 users were already taking advantage of the offer of Zattoo's 5 free channels on the ¬iPhone. To keep viewers tuned in, the spots inserted during these changes are ideally 5 to 10 seconds long. Basically all video formats are supported by Zattoo. These can be edited in-house. An optimal delivery would be 480×360 px as an flv file.
For the near future, Zattoo expects up to 100,000 monthly users for its expanded FREE live TV offering. And there will soon be further innovations, as Nick Brambring, Zattoo's COO, explains. For example, the company is working at full speed on a comprehensive recording system that will be "far superior" to previous solutions.
Andreas Panzeri
