Two colleagues, one current, the other former in an article about the new interactive model of advertising on the old medium of television. Former PC Week, McKinsey and CMO Magazine colleague Rob O’Regan writes the February cover story for The Advertiser. Nut graph:
After years of fits and starts trying to turn the concept of interactive TV into a broadly based reality, a collection of service providers, technology companies, agencies, and marketers finally seems to be making some legitimate headway in transforming TV into a more addressable, more targetable, and more measurable advertising medium.
Sure, we’ve seen this dance before. For years, we’ve been hearing promises of two-way engagement, better buying and measurement systems, and addressable ads for TV viewers. But real milestones have been elusive in an industry known more for inertia than innovation.
Something feels different now, however.
Rob quotes Gary Milner from Lenovo who ran our trial on GoogleTV last year with great success. Gary, as noted earlier, is blogging at The Digital Difference.