Already, content production outfits like New York's Cylo are working with iTV companies, while the major ad networks all have partnerships with iTV technology firms. As a result, advertisers and media buyers will face more choice in the months and years ahead, as broadband and interactive TV adoption increases. Interactive television will create new opportunities for advertisers to target specific audiences, and generate immediate response. It will therefore be a contributor to brand enhancement, as well as a direct response tool. The formation of the group is also pretty good publicity for Carat and its interactive unit, which launched early this year.
Television is the biggest and most important advertising medium in the world.
That future will be built on interactivity. While interactivity has been closely identified with the Internet, we believe that the Internet is just one of several potential interactive platforms. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.