Demystifying Interactive Advertising 

'Demystifying IA' was written and published by ids. It charts viewers opinions of and reactions to interactive advertising.

 IA_guidelines.pdf (630.89 KB)

IA is "another world"
Interactive TV ads may inhabit the same space as conventional 30-second spots, but the similarities end there. Interactive Advertising (iA) is another world requiring a fresh approach and incremental learning.

Viewer behaviour can be transformed with iA from implicit to explicit advertising responses. With interactive advertising, the viewer is now invited to participate with the advertising content, to make conscious choices and beyond this, to make decisions to act on these choices, thus enabling the transition from viewer to consumer.

Whilst iA was initially marketed as a largely tactical, technology-led, response-driven mechanic, we are learning that iA can also deliver strategic messages and be used for branding communications. iA is swiftly gaining credibility with advertisers who recognise the benefits it delivers for both high and low consideration products and its value in the multi-media mix, which is why it is moving from niche to mainstream acceptance.

Powerful Development in TV Evolution
Interactive advertising is a powerful development in the evolution of television. However, there are downsides too, not least the complexity of the language, technology and metrics, together with the effort involved in doing something new, or better. iA has grown rapidly since it’s launch in March 2000 but it would be bold to claim that everyone in the industry – advertisers, planners, creatives, broadcasters even – fully recognise the potential the medium offers. iA’s considerable ability to engage an audience has been buried beneath a smoke screen of technology and an unwavering fascination with response rates.

To this end, "Demystifying iA" was commissioned to examine and question viewer’s perceptions and attitudes to interactive advertising. From these focus groups a number of guidelines were established that, if adopted by the advertising industry, would help grow the number of interactive campaigns and make them more successful in meeting client marketing objectives.

article by ids

For more information please visit http://www.idigitalsales.co.uk/interactiveadvertising