The Institute for Practitioners in Advertising (IPA) has commissioned a research project into digital interactive TV, to draw attention to the practicalities and benefits of the new medium for advertisers. Howard Unna, who headed e-commerce at Woolworths and now works as an e-business advisor, will write the report, which will consider examples of DiTV to date and suggest development of the medium. "The opportunities for digital TV are only just being realized, and it's time for the TV platform providers and the direct marketing fraternity to start talking to each other, collaborating and building best practice across the piece in order to bring exciting new solutions to advertisers, content providers and retailers", he said.
IPA commissions interactive report
IPA commissions interactive report
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