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
16
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
Everyculturehasitsownbodylanguage,andchildrenabsorbitsnuancesalo
影响道路运输价格形成的因素,主要有运输成本、( )以及运输方式之间的竞争状况。
除报警阀组控制的洒水喷头只保护不超过防火分区面积的同层场所外,每个防火分区、每个
体育教学中,学生习得体育知识的主导者是() A.班主任 B.课
患者,女性,49岁,已婚。有糖尿病史,近日发现外阴瘙痒,白带增多,检查:分泌物豆
患者,男性,39岁,货车司机,车祸后失血,需输入血液1000ml,防止输血引起枸
设备评级分为一、二、三类,()设备统称为完好设备。 (A)一类;
(2017年真题)某男,28岁,出租车司机。感冒2日,发热头痛,拟服药治疗。执业
职工的基本工资,在正常工作时间情况下是不变的;但当工作时间超出正常标准,则需按加
根据企业所得税法律制度的规定,林木类生产性生物资产计算折旧的最低折旧年限为(
最新回复
(
0
)