CAMPAIGN-I: Marketers ignorant of interactive TV's power

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

advertising needs.

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.

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