首页
登录
职称英语
Interactive television advertising, which allows viewers to use their remote
Interactive television advertising, which allows viewers to use their remote
游客
2023-08-08
29
管理
问题
Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston’s with a few taps on their remote control. " It’s been the year of interactive television advertising for the last ten or twelve years," says Colin Dixon of a digital-media consultancy.
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.
Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates—especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.
In theory, interactive advertising can engage viewers in a way that 30-second spots do not. Unilever recently ran an interactive campaign for its Axe deodorant(除臭剂), which kept viewers engaged for more than three minutes on average.
The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $ 138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain’s biggest satellite-television service, already provides 9 million customers with interactive ads.
Yet there are doubts whether people watching television, a " lean back" medium, crave interaction. Click-through rates have been high so far(around 3 -4% , compared with less than 0. 3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together. [br] What is the impact of the wide use of digital video recorders on TV advertising?
选项
A、It has made TV advertising easily accessible to viewers.
B、It helps advertisers to measure the click-through rates.
C、It has placed TV advertising at a great disadvantage.
D、It enables viewers to check the sales items with ease.
答案
C
解析
事实细节题。定位句指出,数字视频录像机的使用可以让用户跳过商业广告,这令广告商们十分担心,这在市场推广费用有限的情况下显然是对电视广告业十分不利的,故答案为C)。
转载请注明原文地址:https://tihaiku.com/zcyy/2908787.html
相关试题推荐
[originaltext]W:Peter,haveyougotatelevision?M:Yes,Ihave.InfactI’ve
[originaltext]W:Peter,haveyougotatelevision?M:Yes,Ihave.InfactI’ve
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionm
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionm
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionm
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionm
农村和偏远地区ruralandremoteareas
Thepooroldconsumer!We’dhavetopayagreatdealmoreifadvertisingdid
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
随机试题
为了系统地、完整地构建信息系统的安全体系框架,信息系统安全体系应当由()共同
确诊颈内动脉海绵窦瘘最有临床价值的检查是A.CT B.CTA.C.MRI D
设立评估机构,应当向( )申请办理登记。A.评估行政管理部门 B.财政部门
女性,8岁。因贫血、脾大入院。检验:HGB90g/L,WBC8.8×10/L,P
旅行社违反规定,不按要求制作安全信息卡的,旅游主管部门给予警告,并处()以下罚款
猪苓增强免疫功能的主要成分是A.猪苓酸AB.猪苓多糖C.猪苓醇D.角甾醇E.猪苓
从服务实施的角度看,()是针对组织或机构中的具体服务项目和活动,为实现一系列预
施工合同文件通常由①合同协议书;②中标通知书;③投标函及其附录;④专用合同条款及
患者66岁,孕6产4,于咳嗽、大笑时有尿液漏出,近1个月于排便后阴道口脱出一肿物
女性,35岁,过去有肺结核史,近两月咳嗽、无痰、少量间断咯血、乏力,胸片未见活动
最新回复
(
0
)