New interactive advertising formats on television. A proposal for their analysis and classification

Observatory: New interactive advertising formats on television. A proposal for their analysis and classification This article investigates the area of interactive advertising on television, an emerging phenomenon that has not been extensively explored by the literature and with significant potential for development. The findings provided are based on those obtained as part of the research entitled “New advertising formats on interactive television” (Aymerich 2007), developing and validating a number of parameters to analyse the products of interactive advertising on television, as well as a proposal for classifying the main formats of interactive advertising on television in today’s market. By applying these parameters, we can classify the different products of interactive advertising within this typology. Both the analysis and the typology proposed become useful instruments that are applicable to research into interactive advertising products on television. Finally, the main supports are investigated, as well as the placement of interactive advertising and also its key marketing goals.