Interactive advertising enables the viewer to respond to an ad by pressing the red button and thereby find information that cannot easily be transmitted via a traditional 30-second linear TV ad.

Advertisers are beginning to realise that interactive ads can offer increased value-add in terms of improved branding and brand association. Interactive advertising is on the rise and gathering momentum: 75 per cent of the top 50 advertisers (by spend) have run an interactive ad, and of these, 70 per cent repeat book.

An interactive ad can enable the advertiser to:

• Extend a 30-second ad into a longer experience
• Enhance their brand 
• Create databases
• Show new content
• Send out brochures or samples 
• Sell their product directly
• Generate leads
• Create promotions 

For a consumer, an interactive ad:

• Allows them to spend more time with an ad 
• Forges powerful links with the brand
• Empowers them and can make them feel in control

Advertisers can create an interactive ad in one of four ways:

• Dedicated advertiser location (DAL): A visually rich site that enables advertisers to provide a greater depth of product information interspersed with dramatic video content, textual information and a built-in response mechanism. It could even be described as an advertiser’s very own TV channel. A DAL can include video, audio, animation and graphics.
  View the “Volvo S40” case study

• Mini-DAL: This is a scaled-down version of a DAL. They are effective mechanisms for brand extension and data capture. With a mini-DAL, advertisers can distribute product samples or brochures or gather consumer information. The site can include audio, but not video or animation.
  View the “Philips Sonicare” case study

• Impulse response: Viewers can interact with the brand while remaining in the broadcast stream. Interaction could include responding to offers, requesting a product sample or asking the advertiser to send more information or to call the viewer. This type of ad is only accessible via interactive airtime. The advertiser can choose up to nine questions for the viewer to respond to, such as email address, dates or pick-lists.
  

• Jump to text: Viewers can press the red button during an ad to jump to a static page within a text service. The page can be in full colour and feature graphics and photo-quality stills. The programme audio usually continues to play in the background.
  View the “French Golf Holidays” case study

Find out more about interactive advertising