Interactive technology company Two Way TV claimed last week that
sales houses are not aware of the opportunities in interactive TV.
The company is offering interactive ads on Cable & Wireless Digital,
which rolls out in London this month.
But Dave Hughes, head of marketing at Two Way TV, said sales houses had
yet to grasp the full implications of interactive TV.
Hughes believes some sales houses regard interactive as ’a Pandora’s
box’. He said they are wary that interactive technology companies will
muscle in on the selling process, as well as taking a slice of the
David Sanderson, sales director of Carlton Digital Sales, denied sales
people were behind the game. ’We have been presenting on interactive TV
for the past two years. The benefit to advertisers is clear,’ he said.