Yes! Interactive Television brings Transformation to TV Industry! Let's see how this Interactive Advertising tool works!
Rather than watching ads, TV viewers see ad breaks as the opportunity to switch channels or do some other activity. Ads using interactive TV are typically offered an option to choose what kinds of ad they would like to see in during the breaktime.
Customers with interactive TV systems can click on Interactive TV ad links by using enabled remote controls. The viewers can reach telescoped ad, which is a longer advertisement about that product or service by Interactive TV systems.
There are several kinds of Interactive TV ads, such as Request For Information (RFI) Ads, Overlays, Video On Demand (VOD), Non-RFI Overlay Ads, Branded interactive games
Here, we put more highlights on the Request For Information (RFI) Ads:
Request For Information (RFI) Ads: RFI ads provide offers to viewers, such as samples, brochures, event invitations, or bill-me-later subscriptions. Viewers can respond to the ads using interactive applications on the set top box itself. If an STB does not support such feature, the consumer can respond via phone.
One of the example of RFI is Disney Vacations
Disney purchased a regular 30-second spot from Cablevision. It also produced a longer ad about its vacation options. Consumers could then click their enabled remote to request a brochure or a telephone call back from a Disney travel representative to make all the travel arrangements of Disney destinations.
Results: The first-level response rate was about 1%, which is in the normal range for first response or click-through. The secondary response was very good and about 23% of responding customers ended up booking a vacation.
Interactive TV is a kind of advertising tools, giving the advertiser a better idea of how many viewers are being impacted by the ad can more convenient for targeting.
That's why we can predict that Interactive television may transform the television industry in the future!
-- Christine Ma
Ref:
http://corporate.disney.go.com/corporate/moreinfo/pdfs/2007_disneyparks_ondemand.pdf
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