Research shows that the vast majority of client marketers are
unaware of the full implications of interactive TV.
A survey of 450 marketers found that 85 per cent were unaware of the
potential of interactive TV, according to A Media in Waiting, a report
from BMP TVi, backed by the Chartered Institute of Marketing.
The report criticises agencies and digital TV platform providers for
failing to educate potential clients about interactive TV. It concludes
that misconceptions about the cost, penetration and effectiveness of the
medium's marketing and advertising is hindering its development.
The research showed that results of previous campaigns have not been
shared. Andrew Howells, the managing director of BMP TVi, said: 'Case
studies will only become publicly available if platforms encourage
advertisers to participate on the premise that results are shared.'
More than 43 per cent of the marketers surveyed said that they would
probably select specialist interactive TV agencies, as they don't see
traditional advertising agencies as able to provide interactive TV
The report's findings also indicate that, with a few exceptions,
traditional ad agencies were slow to include interactive TV in the
campaign planning process.
Richard Forbes-Robertson, the head of production at the interactive TV
agency Phosphorus, said: 'Most traditional agencies do not understand
interactive TV and cannot therefore sell it to clients. They are
becoming more aware of interactive TV but they think you can pop it into
the TV or direct marketing department.'
Almost half of the marketers would dedicate existing budgets to
interactive TV, while nearly 30 per cent felt that they would create new
But they underestimated consumer awareness of interactive TV, with more
than 70 per cent claiming that it is low. A report by the research house
Vanson Bourne claims that more than 60 per cent of consumers know 'more
than a little' about interactive TV.