THE MEDIA AND ADVERTISING INDUSTRY EXPECT MOST BROADCAST COMMERCIALS TO BE INTERACTIVE BY 2005

Exclusive research conducted by the interactive TV (iTV) creative partnership, Weapon7, reveals that 71% of the advertising industry expects most broadcast commercials to include interactivity of some kind by 2005. The same research also identifies that agencies believe their own lack of knowledge and traditional TV processes and structure, are currently barriers to iTVs uptake as a mainstream advertising media.

THE MEDIA AND ADVERTISING INDUSTRY EXPECT MOST BROADCAST COMMERCIALS TO BE INTERACTIVE BY 2005

Exclusive research conducted by the interactive TV (iTV) creative partnership, Weapon7, reveals that 71% of the advertising industry expects most broadcast commercials to include interactivity of some kind by 2005. The same research also identifies that agencies believe their own lack of knowledge and traditional TV processes and structure, are currently barriers to iTVs uptake as a mainstream advertising media.

Ben Hart, Co-Founder of Weapon7 comments: It seems that the traditional advertising agencies are becoming increasingly aware of the benefits of advertising interactively on TV and there is now a steep learning curve. They clearly understand it is all about translating the capabilities and technologies to enable interactive campaigns. These campaigns must consider a holistic interpretation of objectives whilst including interactive TV in the creative process from the beginning. The fact that the industry recognises this and wants to move on is a positive sign".

With digital TV penetration at 43%, iTV is proving to be of significant interest to the advertising industry. The Weapon7 research, ‘A View from the Trenches, conducted in Spring this year shows that 90% of the Media and Creative agencies that responded believed that iTV had a significant role to play in the marketing mix.

Respondents claim that the major obstacle to widespread acceptance of iTV as an advertising media is due to the current traditional agency structure, which does not readily allow for interactivity to be integrated at the start of the creative process. The agencies also state that a lack of information sharing and perceived, costs and technical complexity are also a hindrance to iTV gaining a wider approval.

The independent creative partnership, Weapon7 conducted the research this March in collaboration with Chinwag. Media, creative and interactive agencies, completed 120 survey questionnaires. Having delivered many different iTV propositions from concept, Weapon7 wanted to understand how the traditional advertising industry viewed the media and to gauge the future for quality creative executions. Full results will be made available at the end of the month to respondents that participated in the survey.
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Contact:
Katy Howell
immediate future.
01932 706 810
07803 898 511
katy.howell@immediatefuture.co.uk

Editorial notes

-   Executive summary
-   Interview and Pictures of Ben Hart
-   Graphs and detailed statistical information

Are all available on request to Katy Howell 01932 706 810

About Weapon7
Weapon7 is an independent creative hotshop focusing solely on iTV. The company's aim is to create attractive and persuasive interactive television products that capture the imagination of the viewing public and the industry.

Working alongside and within other agency teams, Weapon7 looks realise the potential of digital media and interactive television through expert strategy and creative services.

Weapon7's founders offer a formidable range of experience across each of the UK platforms and have created outstanding creative executions for industry leaders including Static, Carlton, MTV, UPC, Hasbro, Open, BMP, P&G and Sony.