TV ADS Part III: While the plain old TV ad model crumbles, new possibilities grow from the rubble

By Doris Montanera

THIS MONTH, CARTT.CA INVESTIGATES is analyzing the myriad changes underway in television advertising. Two weeks ago, we found the appetite for new ways to reach consumers via the TV platform is growing rapidly. Last week we dove into the progress addressable ads are making (or not).This week we look at interactive, mobile and an ol’ standby and find that while new technology is changing consumer habits, neat content integration and other tech is ready to capitalize on it. THE IDEA BEHIND INTERACTIVE television advertisements is that interactive options will not only improve brand recall, but through richer content, enhance the consumer...