Electronic Retailer - February 2012 - 38

INTERACTIVE TV: JUST A CLICK AWAY

Effects on DRTV
So what does all this new technology mean for the future of DRTV? Peters says technology will change the face of DRTV in three ways in 2012. First, ad time will be made more effective through iTV. “I may run a generic ad but using this technology, I can localize the offer, making the ad buy more effective,” he says. The second

change is that direct marketers will be able to make offers during actual television programming, which is timely considering the growth of product placement in television programs. And finally, the opportunity will present itself for consumers to click and buy immediately in the unbound category. The model of how iTV time will be bought by DR marketers is still a work

in progress. It is a collaboration being worked on by networks, broadcasters and marketers. “The marketplace will agree on a value, like any other medium, over the next few years,” Smith says. He is sensitive to working with direct response marketers who are familiar with putting a price on the value of an order or lead, so he realizes that working to find the right prices will take a lot of feedback and fine-tuning. “We’re smart enough not to create this in a vacuum. We will get feedback and insights and expertise of leading advertisers and DR advertisers.”

Working Out the Kinks
One possible speed bump in the iTV revolution is the question of how product purchases and RFI’s will be fulfilled. FourthWall currently works with PayPal, American Express and large fulfillment houses that have dealt with these kinds of demands before when testing out advertisements. “It’s pointless to recreate a wheel,” Peters says. “Billions of products are being sold directly every day.” Companies such as Amazon are already experts at filling requests without a warehouse. So the missing link is going to be learning how to connect these factors for iTV with direct response fulfillment houses and customer service agencies. Still, the future of iTV is strong and its benefits for viewers, advertisers and cable networks only seem to be growing. “People just love to watch TV, and it’s one of the best places to deeply engage with a brand,” Grabert says. “Not only is it effective as a DM tool, but it has a positive impact on brand awareness, brand opinion and purchase intent.” With the average person watching 146 hours of television per month, that’s a lot of time and people to reach, he says. And with the 100 million people in the United States who are paying for television, whether it be through cable, satellite, video providers or phone companies – it’s a channel that cannot be missed.

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Electronic Retailer - February 2012

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