Monday, August 14, 2006

Interactive Ads Need Standards

One of the limiting factors for advertising over high speed broadcast networks (including satellite, cable, and telcos) and through DVRS could be the ease of creating interactive ads. TiVo is signing up folks like Coca Cola with "showcase" interactive ads, but that requires understanding TiVo's interactive technology.

So if TiVo advertisers would like to create an interactive ad for Verizon's broadband TV service and DVR combination (which added the ability to play recorded shows on 3 different TVs simultaneously), they would want to use a single creative and tracking system.

OpenTV is trying to serve that purpose with its advertising platform. The company works with digital TV, cable, DVR providers and has managed more than 1500 campaigns. If interactive TV advertising is to be a success, it must be as easy as running campaigns online, where web standards are well documented.

Posted By John Gartner at 05:44 PM
Permanent Link: Interactive Ads Need Standards | Comments (0)

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