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<text><![CDATA[interactive advertising arrives at Orange tv<br />]]></text>
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<text><![CDATA[The media are becoming increasingly interactive<br />]]></text>
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<text><![CDATA[and we had the idea of making television interactive<br />]]></text>
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<text><![CDATA[by combining the power of television<br />]]></text>
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<text><![CDATA[with the interactivity of the web.<br />]]></text>
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<text><![CDATA[Just recently,<br />]]></text>
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<text><![CDATA[we went into production of<br />]]></text>
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<text><![CDATA[the interactive advertising solution<br />]]></text>
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<text><![CDATA[which allows the diffusion,<br />]]></text>
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<text><![CDATA[to Orange TV by broadband subscribers -<br />]]></text>
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<text><![CDATA[that's a little in excess of 2 million people -<br />]]></text>
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<text><![CDATA[of interactive TV campaigns<br />]]></text>
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<text><![CDATA[on Orange Sports Info<br />]]></text>
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<text><![CDATA[as well as on Orange Sports, from the end of this year.<br />]]></text>
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<text><![CDATA[What advantages does this offer the viewer?<br />]]></text>
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<text><![CDATA[Well, viewers are now able to interact<br />]]></text>
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<text><![CDATA[with the advertising they are watching.<br />]]></text>
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<text><![CDATA[By clicking on the highlighted strip,<br />]]></text>
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<text><![CDATA[they can access a showcase in which<br />]]></text>
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<text><![CDATA[the products or services<br />]]></text>
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<text><![CDATA[of the advertiser are presented,<br />]]></text>
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<text><![CDATA[in a truly interactive universe<br />]]></text>
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<text><![CDATA[with video, audio, product details,<br />]]></text>
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<text><![CDATA[the option of being contacted by the advertiser,<br />]]></text>
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<text><![CDATA[information about where the product<br />]]></text>
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<text><![CDATA[or service can be obtained locally.<br />]]></text>
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<text><![CDATA[For the advertiser,<br />]]></text>
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<text><![CDATA[the advantage of interactive advertising<br />]]></text>
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<text><![CDATA[is to prolong contact with the viewer,<br />]]></text>
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<text><![CDATA[and even present him or her with a universe that is dedicated to the advertiser,<br />]]></text>
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<text><![CDATA[in which their own products can be presented,<br />]]></text>
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<text><![CDATA[with all the interactivity the web can offer.<br />]]></text>
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<text><![CDATA[And this is also a way<br />]]></text>
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<text><![CDATA[of measuring the performance of a TV campaign more accurately,<br />]]></text>
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<text><![CDATA[insofar as we offer<br />]]></text>
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<text><![CDATA[indicators that are close<br />]]></text>
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<text><![CDATA[to what we get today<br />]]></text>
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<text><![CDATA[when we do online campaigns.<br />]]></text>
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<text><![CDATA[Since the launch of the 'interactive advertising' solution,<br />]]></text>
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<text><![CDATA[we've done two campaigns - with Orange,<br />]]></text>
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<text><![CDATA[and with Citroën.<br />]]></text>
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<text><![CDATA[Citroën was very excited<br />]]></text>
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<text><![CDATA[about interactive advertising.<br />]]></text>
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<text><![CDATA[An initial experiment was carried out in late 2008,<br />]]></text>
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<text><![CDATA[which gave us very good results -<br />]]></text>
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<text><![CDATA[as much in terms of click-through rates<br />]]></text>
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<text><![CDATA[- which are a little above 2% on the interactive spot -<br />]]></text>
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<text><![CDATA[as in terms of the number of appointments made with concessions.<br />]]></text>
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<text><![CDATA[So what are the next stages, now ?<br />]]></text>
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<text><![CDATA[Well, we need to continue with the diffusion<br />]]></text>
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<text><![CDATA[of interactive advertising campaigns<br />]]></text>
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<text><![CDATA[on Orange Sports Info, and on Orange Sports at the end of the year.<br />]]></text>
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<text><![CDATA[Of course, in the long term,<br />]]></text>
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<text><![CDATA[we hope that<br />]]></text>
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<text><![CDATA[interactive advertising will be available on other channels as well,<br />]]></text>
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<text><![CDATA[so that both viewers and advertisers<br />]]></text>
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<text><![CDATA[can benefit from the advantages of this advertising opportunity.<br />]]></text>
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<text><![CDATA[Innovation has found its television.<br />]]></text>
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