The Pontiflex Blog

Just last week, we had blogged about the need for media venues to deliver greater accountability in advertising – i.e. are my dollars working for me? TV advertising has many advantages in terms of delivering reach and enabling branding. However, TV isn’t the greatest medium for delivering a high Return on Investment (ROI). And that’s why media like Interactive TV might be the antidote for advertiser problems in this regard.

An Interactive TV advertising test rolling out in Boston will allow users to click on icons embedded in interactive advertisements. This enables advertisers to measure results from their ads just like they would do in online advertising. Of course, the real question is whether at some stage, advertisers will be able to pay only for leads, just like they do in Cost per Lead (CPL) advertising.