Interactive TV Captures TV Viewers
Interactive television and the implications for advertisers were discussed yesterday at the MediaTelINSIGHT TV Technology seminar, in conjunction with the MediaGuardian, with the panellists all asserting the importance of the new medium for capturing potential audiences.
The panellists agreed that interactive advertising was becoming an increasingly important part of the media mix, with its engaging properties attracting and drawing in viewers.
Andrew McIntosh, research director for ids, explained the mediums appeal, saying: “Advertisers know about the power of television, they also know the affection people have for TV and interactive advertising is just another way to use that medium.”
Nigel Foote, managing partner at Starcom described interactive TV as a “way forward”, arguing that it was “very good in certain categories” and that it gave advertisers the “ability to sustain viewers.”
He did comment, however, that the lack of measurement in the interactive field was holding the medium back and added that users see the technology as sometimes “slow” and “clunky”.
Rahul Chakkara, Head of BBCi, disputed this opinion of interactive TV, claiming that over “30 million people use BBCi every month and they do not see it as slow”.
Tess Alps, chairman of PHD added: “I think there is a great benefit of having short adverts that can be made longer through interactive elements. Giving an interactive space for people who are interested in that market is important on all sorts of levels.”
iTV, is expected to enjoy substantial growth over the coming years, with projections seeing the technology reach 69 million subscribers in the US by 2009. In the UK, the iTV market looks set to rise to £2 billion by 2008, up from £577 million in 2004.
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