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
19
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] How does the author view the hitherto high click-through rates?
选项
A、They may be due to the novel way of advertising.
B、They signify the popularity of interactive advertising.
C、They point to the growing curiosity of TV viewers.
D、They indicate the future direction of media reform.
答案
A
解析
事实细节题。定位句提到,到目前为止,互动式电视广告点击率还是比较高的,从具体数字看具有明显优越性,但作者指出这可能仅仅是出于人们对于这种方式的新鲜感,而且互动式电视广告不一定会赢得观众的认可,故答案为A)。
转载请注明原文地址:https://tihaiku.com/zcyy/2908789.html
相关试题推荐
Thepooroldconsumer!We’dhavetopayagreatdealmoreifadvertisingdid
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
然而,由于位置偏远、交通落后、与其他地区交流不足,中国西部地区在经济、文化、人民生活水平等方面不够发达。However,owingtoitsremote
Toomuchtelevisioncanbedetrimentalforkids’development,evenwhenthey
随机试题
Furthermore,thecampaignitselfwaslavishlyfinanced,withplentyofmoneyfor
[audioFiles]audio_ehaz20066_001(20066)[/audioFiles]A、Fixhisowncomputer.B、Ha
“孝公既见卫鞅,语事良久,孝公时时睡,弗听”在的“睡”意思是()A.睡着 B
()是指套期保值者通过在期货市场建立多头头寸,预期对冲其现货商品或资产空头,或
施工成本偏差的控制,其核心的工作是()。A、成本分析 B、纠正偏差 C、成本
注射剂制备流程为A.容器处理→配液→灌注→熔封→灭菌→质检→包装B.容器处理→配
高压带电显示装置(____)检查维护1次。每周$;$每半$;$每月$;$每年
站用电系统采用具有低电压自动脱扣功能的开关时,应对该类开关脱扣设置一定延时,防止
在两个变量的样本散点图中,其样本点散布在从()的区域,则称这两个变量具有正相关
科学地选择检验方法的原则包括A.准 B.灵敏 C.简便 D.快速 E.经
最新回复
(
0
)