(written in 2010)
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".
26, 2010 - A joint ANA and Forrester Research survey of more
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.
in America is in the neighborhood of $70 billion.
using Interactive TV - (iADs) - (May be known as
IADS, i-ADs, Interactive Ad units, iUnits, Targeted Interactive TV
Advertising, Long-form Interactive
Video Advertising, Interactive TV Telescoping Ads,
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.)
(and other advertisements) using Interactive Television typically offer
isolated link areas (icons or text) which may be known as triggers,
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
button Interactive TV is an example,) interactive voice
(IVR) and the next generation "point and click" experience.
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,
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.
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
video recorders) and Video
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
programming use increases. According to Jupiter Research, nearly half
of U.S. households are expected to have DVR
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!
request-for-information Ads (iRFI)
Targeted Advertising Systems
Various Terms Related to