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Article: DRTV must make way for iTV ads: direct response ads have been criticised for lack of viewer action, but will iTV ads be more successful? (NMA).(Industry Overview)
- Article from:
- New Media Age
- Article date:
- November 14, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Last week NMA reported that Channel 4 has become the first terrestrial broadcaster to enable interactive advertisers to sell products and services direct through the satellite return path.
The move itself is a natural extension from its existing iTV advertising service which has been running since the start of the year but more significantly its also proof that at last terrestrial broadcasters are closing the loop on interactive ads.
For many years charities, loans companies and insurers have been running direct response advertising on TV (DRTV), taking advantage of cheaper airtime during off-peak TV hours. DRTV is intended to encourage viewers to phone ...