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http://www.access-conf.com/NA105/NA105.htm INTERACTIVE TV ADVERTISING USA Essex House, Central Park South, New York January 18-19, 2001 By 2004 there may be 29 million households using interactive advertising, according to projections from analyst firm Jupiter Communications Inc. Interactive ad spending, meanwhile, is expected to reach $4.2 billion by that time. "A recent US report from Forrester predicted that the business model for TV would change, while revenues from conventional advertising revenues will diminish, the introduction of smarter devices will realise $25 billion dollars from consumers interacting with their TVs." Nigel Sheldon, MAD.CO.UK, 29 September 2000 We are now going through the greatest period of change in TV since its invention. The whole value chain is moving with technological, regulatory and commercial change set to re-invent the consumer experience. Advertising has no choice but to evolve in this new environment. The advent of Interactive TV advertising represents one of the key drivers likely to shape the future of the advertising industry. It builds on the potential of the Internet delivering both a direct response and brand-building approach previously unrecognised in the TV environment. There are a number of ways to incorporate advertising with Interactive TV; this conference focuses on those employed by the US advertising industry as well as drawing on other worldwide case studies. Moving away from the passive, high volume model - towards highly targeted, low volume, high value models, we examine what the various USA digital platforms will be delivering. The aim of this conference is to draw together the major players in the emerging Interactive TV advertising industry in the USA to look at the views of platform providers, broadcasters, advertising agencies and advertisers and to examine key case studies. |
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| aus der Diskussion: | Interactive TV - Markt und Wettbewerb |
| Autor (Datum des Eintrages): | SunSeeker22 (28.11.00 19:39:28) |
| Beitrag: | 114 von 232 (ID:2434065) |
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