CABA Information Series

IS-2007-36: Interactive Television & Advertising Study

The Interactive Television & Advertising Study, conducted by CABA's Internet Home Alliance Research Council in early 2007, investigated the effectiveness of interactive TV advertising and product purchasing. The aim of the market study was to: learn about potential business models for using advanced television programming; explore new advertising potential and interactive capabilities for message delivery; and create parallel experiences to live and recorded programming and interactive capabilities. AT&T, Cisco Systems, Campbell Ewald, Digitas and Tandberg TV led, funded and participated in this research. 

















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