ADVERTISING ON INTERACTIVE TELEVISION

Interactive TV advertising involves video ads displayed in digital video-on-demand, DVR and IPTV video streams, as well as interactive program guides. On-demand advertising is more prevalent on a local level than nationally. This is where all television/convergence advertising is headed.

TiVo has an Interactive Advertising Platform that was developed for direct response advertisers. Time Warner Cable has an interactive system that allows viewers watching spots to go directly to an on-demand platform. Time Warner, Comcast and Cox offer Exercise TV reaching 22 million homes, where Jake Steinfeld’s Body By Jake ads are inserted into on-demand workout sessions. Comcast offers interactive promotions that link to long-form, on-demand advertising. Expo TV provides on-demand infomercials. DISH Network TV viewers can utilize their remote to review a product, request information or purchase a product on screen. DISH and Comcast offer spots that telescope to long-form, on-demand advertising. Cox will be dynamically inserting ads into VOD content in 2008. Time Warner has a feature that let’s digital subscribers restart live programming, but does not allow them to skip ads, in order to counter ad skipping with DVR’s.

Unlike traditional “linear” television advertising, on-demand TV advertising can be tracked and quantified much like Internet advertising. It is highly suited to direct response advertisers, since it provides the viewer the opportunity to respond to offers, find out more information or order a product or service. It also allows DR advertisers the ability to most effectively utilize a combination of short form and long form advertising formats.

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Koeppel Direct’s effective and efficient direct response media buying expertise helped in making my company highly profitable. Koeppel Direct bought DRTV media for us at the lowest prices and they were so instrumental in my company’s success.
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Koeppel Direct’s media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business.
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Koeppel was able to take our campaign to the next level through superior media strategies that in my experience are unparalleled in the direct response media buying industry.
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Other agencies can’t compete with Koeppel’s hands-on, 24/7 level of customer service.
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Koeppel’s exceptional research and analytics was instrumental in driving incremental revenue and profit to our bottom line.