Australian pay-TV network Austar United Communications has secured
its first advertiser for its interactive advertising platform, which it
believes is the future of TV advertising.
Austar looks likely to win the race between both cable and free-to-air
platforms to offer a more in-depth advertising experience, through its
Open TV model.
Interactive ads allow a the client to offer more detailed information
about a product which viewers can drill down to by activating buttons
which appear on their TV screens during a TVC.
Motor vehicle manufacturer Toyota was the first to buy Austar's new
media and will this month (April) launch an interactive ad for its new
Toyota Landcruiser.
While being similar to a conventional TVC, the ad will feature buttons
which will allow viewers to see different angles of the car, access
information on price and dealer locations and possibly make inquiries
about test driving the vehicle.
It is the first step in what Austar believes will be a total interactive
viewing experience.
The ad will appear on Austar's The Weather Channel, itself soon to
provide an interactive experience where viewers can select options based
on personal preferences and where they are geographically located.
Toyota's ad is the first in what Austar hopes will be a raft of
advertisers which will, in the near future, embrace the format as a way
of cutting through the clutter of 30-second TVCs on free-to-air
networks.
Interactive advertising, if adopted by advertisers, is likely to broaden
Austar's revenue streams as advertisers search for more sophisticated
advertising opportunities.
It will also give the pay-TV network an edge in the ongoing battle to
attract new advertisers from the long established free-to-air networks.
