According to a poll of 402 consumers, iTV advertising is failing to deliver on its early promises because it does not connect with many viewers.
The Passive2Active survey by Continental Research found 30% of viewers do not press red because there is not enough incentive.
A further 22% are daunted by the idea of pressing the button at all, which means a Sky audience of 12.7m people have ignored interactive ads in the past 12 months, according to Continental.
Honda head of marketing Simon Thompson said advertisers need compelling ads to draw users into the red-button area. 'If the content is engaging, people will want to press red. If the ad is emotionally engaging, viewers will want more,' he added.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
