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Interactive TV advertising prompts viewers to press a button for more information, emulating the interactivity of online marketing. It also targets commercials to a viewer’s interests and provides better metrics for measuring commercial response. Interactive advertising engages viewers and provides businesses with more selling points.
Interactive TV advertising is a marketing technique in which commercials are displayed with a message prompting viewers to press a button if they want more information about the product or service being advertised. This advertising tries to emulate the interactivity of online marketing to make TV commercials more successful. Interactive TV advertising also seeks to alter which commercials are shown to a viewer in order to target that consumer’s interests. Along with engaging the viewer, interactive advertising gives advertisers a better metric to measure commercial response, because regular commercials only give advertisers an indication of how many people saw the commercial, not how many responded.
The difference between a regular commercial and an interactive commercial is pretty clear. In interactive TV advertising, there will be a message, usually at the top or bottom of the TV screen, prompting the viewer to press a button on the TV remote. This message typically says that pressing a button will reward respondents with more information, coupons, or other benefits. After selecting the button, the viewer will be taken to a new screen that may display a coupon code, an interactive TV game, surveys or a digital brochure.
Interactive TV advertising attempts to emulate interactive online advertising, a strategy that has proven to be very effective. Both methods engage the viewer and allow them to see something entertaining or informative. By doing this, viewers are more likely to buy a product or trust the business because they are doing more than just showing a 30-second clip between shows. This also gives businesses more selling points because they can better educate or entertain the customer with an interactive commercial than a regular commercial.
Another reason interactive TV advertising is used is because it lets advertisers know exactly what that viewer wants to see. For example, if the viewer clicked through to see more information about various food and kitchenware commercials, advertisers know that the viewer is interested in culinary products. Interactive advertising seeks not only to attract the public, but also to find out what the viewer wants, so that only targeted commercials are shown to him.
When an advertiser uses a regular commercial, he or she only knows how many people saw the commercial, not how many responded emotionally to it. With interactive TV advertising, the advertiser will know exactly how many people responded. This is a better success metric because responses have a better chance of turning into sales.
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