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Opportunities and Thresholds for Advertising on Interactive Digital TV:
A View from Advertising Professionals
Verolien Cauberghe
Patrick De Pelsmacker
University of Antwerp (Belgium)
Table of Contents
? Abstract
? Introduction
? Definition of IDTV
? IDTV Threats for Advertisers
? IDTV Opportunities for Advertisers
o Personalized TV
o New Formats
? Reactions of Advertisers
? Research Methodology and Data Collection
? Results
o Knowledge of IDTV advertising
o Attitudes towards IDTV advertising
o Intentions to Use IDTV Advertising
? Discussion and Conclusion
? References
Abstract
This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium
toward the introduction and use of IDTV as a marketing communication tool. In the first wave, a total of 320
advertising professionals cooperated in a web-survey that was posted just before the commercial launch of IDTV. 437
advertising professionals participated in the second wave, just one year after the commercial launch. The results
show that their knowledge about the possibilities of IDTV was still very limited one year after the launch, reflecting
also a rather troublesome result in terms of intentions to adopt IDTV. The intention rates measured in the first wave
were relatively promising, taking into account that IDTV was not available at that moment, and the lack of knowledge
about its possibilities. These intentions did not appear to be increased one year after IDTV launch. The growing
perception of the low effectiveness of advertising on IDTV in combination with technological concerns that are rising
after the first re ...