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Interactive Television Advertising Video Vault |
Business models and best practice is still being defined around Interactive Television Advertising. Response rates are encouraging - with click through's seem to be significantly higher than traditional direct marketing - but is this enough?
Despite this, Jupiter Media Metrix predicts that iTV advertising will represent $4.4 billion in revenues by 2005.
Sky has had a significant amount of success so far with over 280 different interactive campaigns to date that have generated around 1.9m online responses.
Advertising campaigns in Interactive Television can range from web-style banner advertising to an enhanced TV style call-to-action (blinking icon) that links to a DAL (Dedicated Advertiser Location).
The technical challenges of ITV go way beyond the skills of most Advertising Agencies, and their commitment to this new medium is still in the balance, however on thing is sure - to succeed, Interactive TV advertising needs to be as clever, rewarding and innovative as conventional TV advertising is today.
Here we present some examples, old and new of how Interactive Television Advertising actually works.
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Interactive Advertising 
