Honda ditches 'outdated' iTV
Honda, one of the pioneers of interactive TV advertising, is dropping the medium from its media schedule for 2007, claiming that red-button ads are 'clunky' and 'outdated'.The marque's marketing director of seven months, Jeff Dodds, plans to divert the six-figure sum it is believed to spend on iTV to 'more effective' digital platforms. The decision represents a surprising U-turn for Honda, which has been at the forefront of the sector since airing its first red-button ad as part of the award-winning 'Cog' campaign in March 2003. In 2004 it pledged to incorporate red-button interactivity in all its TV campaigns, saying it represented the future direction of its business.
Honda, one of the pioneers of interactive TV advertising, is dropping the medium from its media schedule for 2007, claiming that red-button ads are 'clunky' and 'outdated'.
The marque's marketing director of seven months, Jeff Dodds, plans to divert the six-figure sum it is believed to spend on iTV to 'more effective' digital platforms. The decision represents a surprising U-turn for Honda, which has been at the forefront of the sector since airing its first red-button ad as part of the award-winning 'Cog' campaign in March 2003. In 2004 it pledged to incorporate red-button interactivity in all its TV campaigns, saying it represented the future direction of its business.
Maybe I was right after all...
Robin Grant
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