Interactive TV: Interactive TV Advertising: a Worldwide Perspective

This article describes the developments that are taking place as interactive TV becomes a more significant advertising vehicle.

Interactive TV

Interactive TV Advertising: A Worldwide Perspective

Ian Johnson.

Since its inception, interactive TV advertising has taken a number of different formats across the world. As creative agencies, technology providers, broadcasters and platforms grapple with executing iTV ad campaigns, and with the increasing proliferation of iTV ad technologies world- wide, we are seeing a number of different creative deliveries, vastly different results and different levels of functionality.

The lines between brand development and transactions are starting to be brought closer together, and this is what many advertisers are trying to understand how their relationship with the viewer...

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