The report, called 'Beyond the Red Button', has been written by Bill Gash, former UK sales director for Yahoo!.
Among the findings are that interactive TV is particularly popular among young adults and children -- two audiences that advertisers are always looking to reach.
Gash also says that advertisers need to realise that branding does not have to stop at commercial airtime, but that they can also sponsor interactive applications such as the Pepsi iTV game. There are opportunities for companies to jointly fund interactive TV applications with broadcasters or create and licence their own branded interactive content.
Digital broadcasters, such as BSkyB, NTL and Telewest, are all developing interactive strategies to improve their service to their customers, and advertisers can use these platforms to extend the advertising campaigns.
Jane Asscher, managing partner of 23red writes in her foreward to the report: "It is now up to our industry to take up the challenge and get to grips with the genuine interactivity. Broadcasters are forging ahead and changing the landscape and, as this report shows, viewers' expectations are changing with it. The advertising community must not only keep up with this pace but also look to innovate in its own ways."
The report is available on the IPA websiite and aims to help advertisers make the most of interactive TV in their communications strategies.
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