There is still mileage left in interactive TV advertising

Interactive television is increasingly being abandoned (in Sky, down from 150 campaigns in 2006 to 80 in 2008) in favour of online video.

There is still mileage left in interactive TV advertising

Rhys McLachlan

In the fickle world of marketing communications, the latest invention will grab the headlines and consign yesterday's developments to the scrapheap.

The most recent manifestation of this cycle has seen red button interactive TV bumped off media plans in favour of the brave new world of online video, and epitaphs written on the demise of interactive television. Inevitably, the reality is different.

The shape of the market is changing. The UK's pre-eminent interactive television broadcaster, Sky, carried around 80 interactive TV campaigns in 2008. This is down significantly from...

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