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Opportunities and Thresholds for Advertising on Interactive Digital TV:
A View from Advertising Professionals
Verolien Cauberghe
Patrick De Pelsmacker
University of Antwerp (Belgium)
Table of Contents
● Abstract
● Introduction
● Definition of IDTV
● IDTV Threats for Advertisers
● IDTV Opportunities for Advertisers
o Personalized TV
o New Formats
● Reactions of Advertisers
● Research Methodology and Data Collection
● Results
o Knowledge of IDTV advertising
o Attitudes towards IDTV advertising
o Intentions to Use IDTV Advertising
● Discussion and Conclusion
● References
Abstract
This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium
toward the introduction and use of IDTV as a marketing communication tool. In the first wave, a total of 320
advertising professionals cooperated in a web-survey that was posted just before the commercial launch of IDTV. 437
advertising......

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Approximate Word Count: 7666
Approximate Pages: 31 (250 words per double-spaced page)

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