|
Advertising
using
Interactive Television
October 14th,
2009 - Park Associates
projects that by 2014, U.S. addressable, interactive TV advertising
revenue will exceed $4 billion.
January 12, 2010 - Cablevision: "Interactive TV Ads Work Very Well".
February
26, 2010 - A joint ANA and Forrester Research survey of more than
100 national advertisers, representing nearly $14 billion in measured
media budgets found that 75% of respondents believe that interactive TV
will be an effective source of lead generation.
The annual TV
advertising marketplace
in America is in the neighborhood of $70 billion.
Advertising
using Interactive TV - (iADs) - (May be known as i-ads,
IADS, i-ADs, Interactive Ad units, iUnits, Targeted Interactive TV
Advertising, Long-form Interactive
Video Advertising, Interactive TV Telescoping Ads, Telescoping
Ads with Interactive TV, One-to-one Interactive TV Advertising,
Red-button Interactive TV Advertising, Long-tail Interactive TV
Advertising. Associated with Personalized Viewer-specific Content,
Behavior-based Profiling, Addressable Advertising, Customized
Advertising & Advertising Applications, Addressibility, "Speed
Bumps", Addressable Advertising, Personalized TV Advertising,
One-to-one Advertising, Personalized Advertising, Targeted Advertising,
Interactive Advertising, Interactive Marketing.)
Commercials
(and other advertisements) using Interactive Television typically offer
isolated link areas (icons or text) which may be known as triggers,
rollovers
or hot
spots.
Customers with enabled TV systems have the option of viewing these
enhancements along with the standard programming. Viewers can “click”
on these links using a control device such as a remote control, keypad,
mouse and/or wireless keyboard. Activation technologies include our
fingers, (red
button Interactive TV is an example,) interactive voice response
(IVR) and the next generation "point and click" experience.
On-demand content is
often
associated with ads incorporating Interactive TV. Activation of a "link
area" takes you to a longer advertisement about that product/service.
This is called telescopic,
long-form
or long-tail
advertising.
Of course the viewer might be watching a program that offers a
long-form ad but the people he/she's watching TV with don't also want
to see that longer ad. He/she can instead save the ad (or link to the
ad) in their TV system with a click of a button and easily view the ad
later at his or her convenience.
Note, just because a TV
ad is interactive doesn't automatically mean it's also targeted,
though many are both.
TV advertisements incorporating interactivity give the network operator
and advertiser a better idea of how many viewers are being impacted by
the ad. During commercials viewers might leave the room, get on the
phone, switch channels, etc. but if they interact with the ad it's
clear that they saw the commercial (ad) and may well be interested.
Interactive, on-demand, long-form (telescoping) and targeted
advertising could collectively become a billion dollar TV industry.
Cable TV and IPTV providers in particular have big plans.
As a trend among DVR (digital
video recorders) and Video
on Demand
users is to skip ads shown with programming, Interactive TV advertising
(iADs) are seen as a counter to this revenue loss. In addition,
interactive ads can get consumers more involved with programming if
that's their wish. Getting consumers to watch iADs is becoming more
pressing as DVRs
and on-demand
programming use increases. According to Jupiter Research, nearly half
of U.S. households are expected to have DVR capacity
by 2010. (2010 DVR
installations are expected to increase to 55 million households from 7
million in 2005.) Due to this increased penetration of DVRs and
commercial “zapping” (bypassing or otherwise eliminating commercials)
it's likely best that your TV spot be recognizable within five seconds
of its viewing. Incorporate your logo/tagline prominently and for most
of the commercial's duration so that even if viewers fast forward
through your advertisement, at least they can see it was you!
Content-targeted Advertising
Contextual Advertising
Direct-response
Interactive TV
Interactive
request-for-information Ads (iRFI)
Targeted Advertising
Targeted Advertising Systems
Targeted T-coupons (T for
Television)
Target Market (TV)
Untargeted Advertising
 Related Articles from the Past:
- Targeted
advertising
- Television
advertising may double after the digital TV transition
- American
TV
networks consider broadband video to be their network's number one new
business priority
- TV
Advertisers pay $335 per 1000 people in the 18-to-24 age range. Viewers
aged 55-to-64 are worth only $119 per 1000.
- Interactive
TV Advertising in NYC
- BigBand,
Partners See Big Market for Personalized TV Ads
- Google
is poised to overtake Britain's main TV channels in the race for
advertising revenue
- More
on interactive TV advertising
- Google
failing to snag $116 billion print, radio, television ad markets
- Advertisers
Let Go Of Old Marketing, Hold On
To Old Medium: TV
- Access
to Coupons, Kelly Ripa TV Spots and Outtakes via Interactive TV
- Wal-Mart
is planning to deploy new digital technology - IPTV
- ONLINE
advertising in Britain is expected to overtake the television market by
the end of the decade
- OpenTV
announces
their 1500th interactive TV advertisement
- Average
reach for an interactive television advertising campaign is around
200,000 households across the UK
- iTV
advertising is coming of age
- Turner
Media's new interactive TV Group
- Sky
View
panel increases visibility of interactive {TV} advertisements
- iTV
advertising grew 116% in the States in 2005, faster than Internet!
- Sky
Media Emuse interactive advertising agreement
- Agreement
also allows Cox to use the TiVo interactive advertising platform
- The
Revolution Masterclass on in-game advertising
- Nearly
70 percent of advertisers believe VOD and digital video recorders (DVR)
are
- Online
Branding- Where Next?
- Time
Warner Cable reported a 23% average usage rate of interactive TV among
the 700,000
subscriber homes where this application was available.
- Dish
Network is currently the most advanced channel for interactive ads {in
the States}.
- Internet
to Surpass Radio, Become Fourth-Largest Medium
- In-Game
Ads {video games} Could Near $2 Billion by 2010
- T-coupons
- Television
still king of media
(UK)
- Important
TV Ads statistics
- The
market for Interactive TV advertising is expected to double inside the
next 12 months
- VOD
commanded $15 million in ad revenues in 2004
- $70
billion television ad market dwarfs the Web business 5 to 1
- Study
shows viewers enjoy interactive commercials
- SMG's
TV expects its non-traditional advertising to grow to 25% of revenues
within four years.
- Study
finds television viewers want more, not less interactivity
- Interactive
transactions and online advertising revenues - £45 million in
2005,
- "TV
is the largest medium out there."
- Interactive
Works: Land Rover Discovery
- Interactive
pitch expands ad time
- 62%
year-on-year growth in online advertising
- Oscar
ads going interactive
- HONG
KONG: Now TV offers new platform to entice ad clients
- 2005
ad spending was flat at $22.4 billion but Internet ad spending jumped
13%
- Three
quarters of viewers said that a Boots interactive commercial
aired over Christmas
- ITV
begins interactive ad service on Freeview
- Interactive
Design (intereactive TV) case studies
- Sky
selects DoubleClick for interactive TV ad-serving
- 'Fewer
young people' watching TV {UK}
- Advertisers
are expected to spend nearly $17 billion this year on online ads.
- Mobile
Video Ads See Opposition
- Related
survey
- Consumer
preference to watch ads in on-demand programming,
- Advertising,
Marketing,
Media and PR News - Brand Republic
- Viewers
Prefer TV w/Ads Over Pay Downloads
- TV
Style Ads Coming to Cell Phones
- Red
Cherry helps to launch Toyota Yaris
- TV
Watchers Increasingly Are Fast-Forwarding Through or Skipping Entire
Commercials
- Cox
and Hyundai Find Consumer Comfort Applies to Cars and interactive TV
- BT
plans interactive advertising for broadband service
- TV Ads
Must Be Remarkable for Impact
- Online
Video Ads Surging
- Interactive
Advertising Spurs Tool and Middleware Growth; Sales of Entertainment
Tools and Middleware for Interactive
- Advertising
Could Approach $190
Million by the End of 2010,
- Ball
State University to Conduct Study For Game Show Network
- Making
ads in a 'radically different' way
- Publishers
Ponder Auto Ads
- http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArt
- http://www.hollywoodreporter.com/thr/television/article_display.jsp?vnu_c
- http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=3
- http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArti
- Making
ads in a 'radically different' way
- http://www.dmst.aueb.gr/dds/pubs/conf/2003-ECITV-VCM/html/CLS03b.htm
- Interactive
TV
hurting store sales
|
|
|
