"Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been touted for years [...] So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some scepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a coupon or a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year."
TV advertising spend is falling, DVRs in 30% of homes allow ads to be skipped, the internet is both cheaper and has good measurements, but in theory "interactive advertising can engage viewers in a way that 30-second spots do not [...] Unilever recently ran an interactive campaign for its Axe deodorant, which kept viewers engaged for more than three minutes on average." But it may just be novelty.
Source: The Economist, Shop after you drop, 10 October 2009, p. 73
TV advertising spend is falling, DVRs in 30% of homes allow ads to be skipped, the internet is both cheaper and has good measurements, but in theory "interactive advertising can engage viewers in a way that 30-second spots do not [...] Unilever recently ran an interactive campaign for its Axe deodorant, which kept viewers engaged for more than three minutes on average." But it may just be novelty.
Source: The Economist, Shop after you drop, 10 October 2009, p. 73
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