Interactive advertising

Interactive Trend

Interactive television, which will enable consumers to order products, compete in game shows, and pay bills via their TV sets, has so far shown more promise than profits. But companies that have invested heavily in the technology hope to see that change soon. Recent developments are:

Further down the line, interactive TV may offer consumers a much wider range of products. Entertainment, consumer electronics, and computer companies including Apple Computer, Sony, and Toshiba are exploring ways to mesh their capabilities. For example, IBM and Time Warner (which owns FORTUNE'S publisher) are discussing ways to combine Big Blue's data-transmitting expertise with the media giant's cable TV systems, TV shows, and movies.

Interactive more influences the revenues of TV industry. Traditional commercials are changing into interactive marketing and on line marketing.

BMW's ongoing review for a new agency further highlights the central role interactive is playing for auto marketers. In a brief it sent to agencies in the review, the carmaker stated that "interactive represents a significant portion" of the account, and the winning agency would lead a redesign to make BMW's Web site "the best and most exciting automotive Web site."