Interactive TV

Michael J. McDermott

Interactive television (iTV) promises greater consumer engagement and enhanced brand perception. Recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter.

Interactive TV

Michael J. McDermott

Has interactive television (iTV), with its promise of greater consumer engagement and enhanced brand perception, finally arrived as a meaningful tool for advertisers? While its official status may still be in test mode, recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter.

If iTV's not quite all the way there yet, it's certainly got one foot in the door. "Interactive television represents a 'next generation' opportunity for brand advertisers to deepen relationships with consumers," says Bob Liodice, president and CEO of the Association...

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