Interactive Television:Redefining the Way of Television Advertising

Advertisement is well known and probably the most used form of promotion in marketing. Till now Traditional Television is the most common medium of video advertising. TV advertising can create emotional as well as visual impact on audience's mind. Due to these characteristics it's become a powerful and lucrative media for advertisers. It is essential to match advertisements with their audiences, a move that gives viewers a more engaging experience and advertiser's bigger revenue. Traditional Television marketers are facing challenges because of multi-platform distribution and that fragments the target audiences. The biggest drawback of traditional Television is that it is inherently difficult to TV advertisers to target the precise audience. Advertisers need to be very clear about their targeted customer, so that the right message can be conveyed to the right people in right manner Though traditional Television is the most common medium of video advertising, drawbacks are also there. Through Addressability and Interactivity, Television system can overcome these drawbacks. This article tries to find out the factors which affect the acceptability of Interactive Television. It also tries to focus on benefits of addressable advertisement and how it can help advertisers and viewers too.