Interactive television advertising is a focus this week, following a conference on the subject in London last week. The importance, it seems, is not so much in making interactive television adverts, as making television advertising interactive.
Digital video recorders, video-on-demand and broadband video services all present significant creative opportunities for advertisers, as well as a threat to the advertiser-funded business model of linear television based on the thirty-second spot commercial. The ability to provide targeted, accurate, accountable advertising will place some platform providers at a distinct advantage.
Sky has launched its high-definition television service in the UK, although few people can actually see it at the moment, as set-top boxes are in short supply. There is a review in our opinion column but prepare for some bad news if you have just bought a new flat screen that promises to be ‘HD Ready’.