Marketers
lack the knowledge and skills to make the most of interactive television (iTV)
and underestimate consumers' understanding of the medium, according to a new
report by iTV Advertising Agency BMPtvi, backed by The Chartered Institute of
Marketing, the Institute of Direct Marketing, ISBA, NMK and the Phoenix Network,
The report, 'A Media In Waiting', includes the views of over 300 marketing professionals,
and highlights a lack of clarity in the marketing professional about how iTV
will fit into future communications campaigns. 85 per cent of marketers who
contributed to the report said that they didn't know what the implications iTV
has for marketing.
Just 9 per cent of companies use iTV as part of their marketing mix, compared
with 78 per cent who use online (Internet) promotion. Confusion reigns over
cost, consumer penetration, lack of results and effectiveness, with 60 per cent
of marketers unable to comment on the costs of iTV.
71 per cent of those who participated in the research behind the report believe
that there is a 'low level' of consumer awareness of iTV, despite a 30 per cent
household penetration of the medium, projected to rise to 40 per cent by the
end of 2001.
Interactive television provides marketers with the means to personalise and
collate customer data and the opportunity to engage with customer for more than
the traditional 30 second spot. Niche TV channels mean better targeting of consumers,
and ability to measure individual customer response.
However, the report highlights a desire by marketers to understand how interactive
TV will affect their business. And whilst they are not clear on which companies
to turn to for help, the majority believe that iTV is the domain the digital
agencies, with 43 per cent expecting to select specialist iTV agencies to create
their advertising rather than traditional TV advertising agencies.
Andrew Howells, managing director of BMPtvi said, "It's important that the iTV
platforms provide more information about their interactive services. Marketers
need more detail on viewers interacting as well as specific case study results.
Case studies will only become publicly available if platforms encourage advertisers
to participate on the premise that results are then shared. With more information
in the market, we are all better placed to make value judgements about this
new medium. This in turn will lead to an increase in uptake."
Ray Perry of CIM commented, "Over the last two years marketing professionals
have been running to catch up on e-commerce issues, but the skills gap has now
moved on to other digital media. Following the dot.com goldrush, it may be that
marketers are choosing to 'wait and see' how the bigger brands fare using iTV
before committing their budgets. But there is a significant role for them to
play right now in building consumer confidence in iTV by generating entertaining
content and captivating interactive features."
