New IDS Survey Reports Enthusiasm for ITV Advertising

IDS, the advertising sales arm of programmer Flextech, has published the results of its second annual online survey of the UK advertising industry. The survey, which was undertaken by Media Intelligence, was designed to gather experiences and opinions of interactive TV advertising. Its results are compiled in a free report, entitled "Interactive TV--A Maturing Medium," which compares those results with the results of last year's survey, and which can be downloaded from IDS's Web site (www.idigitalsales.co.uk). According to IDS, the survey showed that more and more advertisers are using interactive TV, that the vast majority of respondents had a positive experience with the medium, and that more advertisers intend to run more interactive TV advertising campaigns in the future.

Among the survey's findings:

• 69% of respondents said they had run an interactive advertising campaign before, compared to 62% last year.
• Usage of Dedicated Advertiser Locations (DAL's) and Mini-DAL's increased considerably as respondents recognized the branding power of the medium.
• DAL's replaced impulse response ads as the format advertisers and agencies were most pleased with.
• 57% of respondents who used interactive advertising before rated their experience as "good" or "very good," which represents a 58% increase from last year.
• 3/4 of respondents said they would definitely use the medium again, compared to 61% last year.
• 70% of respondents said they would like to see more education and information on ROI, while 62% said they would like to see more case studies. 71% of respondents said that providing this information was the responsibility of the sales houses.
• A plurality of respondents (36%) said that the main advantages of interactive advertising are the brand experience and viewer engagement. 22% of respondents said that the main disadvantage of the medium is its cost.

According to IDS, the survey also showed that the advertising industry is viewing creativity in interactive advertising as increasingly important, and that there is a demand for creative agencies in particular to become more involved in the medium.

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