Search results matching tag 'interactive TV'

Interactive TV and branded content

878512 — Thu, 15 Mar 2007 00:14:18 GMT

Marketing have a good article on the latest developments in interactive TV.

Honda ditches 'outdated' iTV

878512 — Wed, 22 Nov 2006 15:45:06 GMT

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TV advertising, is dropping the medium from its media schedule for 2007, claiming that red-button ads are 'clunky' and 'outdated'.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...

Interactive TV

878512 — Wed, 15 Nov 2006 21:59:20 GMT

Marketing reports that UK commercial broadcasters are cutting the cost of running interactive TV (iTV) ad campaigns in an attempt to win over sceptical FMCG and entertainment brand owners. The last breaths of a dying medium? Maybe, maybe not:

The Sky View research panel of 20,000 satellite television subscribers in the UK indicate that 5.3 million or 69% of Sky digital households interacted with their television in the course of a month
The research suggests that the average reach for an interactive television advertising campaign is around 200,000 households across the UK, although this varies considerably by advertiser.
The quality of the creative approach appears to play a large role in effectiveness, with strong video material unsurprisingly being more successful than textual presentation.
A Carlsberg campaign generated an estimated 429,000 household interactions, while Budweiser received 197,000 and a Carling commercial produced 105,000 interactions.
The response rate for the Carlsberg campaign was also higher at 1.5%, compared to 0.5% for Budweiser and 0.4% for Carling.
Across 10 campaigns in June 2006, the average time spent interacting was 136 seconds, although the three beer commercials significantly exceeded this at 258, 236 and 209 seconds respectively.
It seems that the brands attracted different individuals to interact, with only a 9% overlap between households interacting with both the Carlsberg and the Budweiser commercial.