More NewsInteractive TV Not Measuring Up

Interactive TV Not Measuring Up

Interactive television won't succeed until cable companies reach agreement on measurement standards, said two Starcom MediaVest executives. An initiative undertaken by six major cable companies, called Canoe , is a step in the right direction, said Jen Soch, MediaVest USA's VP and director of advanced TV

Interactive television won’t succeed until cable companies reach agreement on measurement standards, said two Starcom MediaVest executives.

An initiative undertaken by six major cable companies, called Canoe, is a step in the right direction, said Jen Soch, MediaVest USA’s VP and director of advanced TV.

Tracey L. Scheppach, vice president/video innovation director at Starcom USA, said flaws include video-on-demand’s poor navigation and an inability to insert ads dynamically.

Unless these shortcomings are addressed, Soch and Scheppach warned that advertising dollars would move into broadband. Both spoke today at day two of the McGraw-Hill Media Summit in New York City.

Problem is, the more things change, the more they stay the same. That’s because interactive TV’s promise hasn’t been fulfilled for at least three decades.

Expressing a little more optimism was Scott Brown, SVP, strategic relations, marketing/technology at Nielsen. The media measurement firm is working with Charter Communications to obtain and resell anonymous digital set-top box (STB) data for analyzing and measuring audience. That venture, announced yesterday, involves TV viewers in Los Angeles.

Related Articles

How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

3m Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

4m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

11m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

2y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

2y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

2y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

2y Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

2y Al Roberts