Direct Marketing will Knock the Spots Off TV Advertising
Neil Fox andDavid Burrows TDA
At a recent conference (1) on interactive television (iTV), the platform providers urged advertising agencies to embrace direct marketing in the context of interactive TV. It was explained that iTV is the ultimate landscape in which brand advertising and direct-response marketing converge. For interactive advertising to succeed, traditional advertisers must understand the necessary shift from creating borrowed value to being forced to gain inherent value through the response to the advertising. They have to understand the need to integrate the emotional pull of...