The Pontiflex Blog

The A in Interactive TV stands for accountable

May 9, 2008 at 11:00 am Arun Krishnan Leave a comment

Maybe it doesn’t. In fact, I am quite sure it doesn’t- the “a” in Interactive TV functions as a vowel and nothing more.

But it’s the spirit of the thing that counts. As this article indicates, advertisers are interested in Interactive TV because they perceive it as more accountable than regular TV and interestingly than online advertising. Through Interactive TV advertisers can interact with engaged consumers and pay only for results. They don’t have to worry about impressions and clicks and all those other metrics which media planners and marketers analyze in excruciating detail every day to prove to their clients/bosses that their marketing is working.

In fact, there exists a form of advertising in online advertising that is every bit as accountable as the best of accountable advertising out there. It’s called CPL- Cost per Lead. Advertisers pay only for leads. They don’t have to worry about clicks/impressions. They can spent their time in engaging and converting leads and not worry about clicks, impressions and other metrics that have little co-relation with their revenue and profits.

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