Advertising using Interactive TV -
(iADs) - (May be known as i-ads,
IADS, i-ADs, 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 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.)
Content-targeted
Advertising
Contextual
Advertising
Targeted
Advertising
Targeted
Advertising Systems
Targeted
T-coupons (T for Television)
Target
Market (TV)
Untargeted
Advertising
Case Studies
& More Definitions of Interactive TV Advertising:
Interactive
TV
Advertising Developments:
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