Thanks blogger community for solving my mysterious error. I'll hang on to http://itvresearch.blogspot.com which is a better name. Please cite me as © 2009 Dr. Bruce Klopfenstein.
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RQ2: What are the most effective strategies and tactics for iTV ads?
CLARK, CLEYS, Egan
Answer via comment with citations.
posted by Dr. K @ 10:03 AM
2 comments
I'm a professor of emerging new media in the Grady College of Journalism and Mass Communication at the University of Georgia.
2 Comments:
When determining the most effective advertising for itv one must establish whether the content is mass live viewership or tailored programming for a specific demographic. In the case of mass live viewership traditional advertising models should be used because the audience is bound by the schedule of the program. An example of this mass live appeal would be events like the Super Bowl where viewers will remain in tune for the entirety of the programming. In the case of tailored and time shifted programming the strategy employed is more complex and is determined from numerous factors.
One of the current standards in interactive advertising is impulse response where purchases are made while viewing or immediately following the advertisement. Currently direct response advertising requires the consumer to make purchase via telephone, Internet or postal service. The interactive model allows purchases to be made through the television using the remote. Another current standard is a variation on dedicated advertiser location.
Another strategy for interactive advertising would be personalized content of advertisements. Difficulty would be found in the delivery of this content. One suggestion to alleviate this difficulty would be to use the TiVo predictability feature allowing advertisers who produce multiple variations of the same ad to select and transmit to the most appropriate variation of the ad to the viewer’s profile. The strategy purposed by uitv.info is to have a time allotted for interactive television ads. This would be inserted in place of what was originally local ad spots.
Works Cited
http://uitv.info/articles/2003/01chorianopoulos/
http://blog.itvt.com/my_weblog/2007/07/rgb-teams-with-.html
"The strategy purposed [sic] by uitv.info is to have a time allotted for interactive television ads" probably rings true in Europe where television advertising is often presented in ways quite different from the U.S.
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