The World: Varese - Armando Testa trials interactive TV advertising

The effect of interactive advertising has been tested on a pool of 2,000 households in the Italian town of Varese.

Using five interactive TV ads, the commercial arm of the Armando Testa Group sampled viewing levels and collected data via adapted boxes on the digital terrestrial television platform.

In order to get as broad a representation as possible, a range of advertisers, including Lancia, Lavazza and Q8, were selected to trial the ads.

The research revealed that the interactive commercials appealed most to younger viewers, and applications that included games were the most popular.

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