One of Quebec’s largest cable companies has partnered with etc.tv, to offer Interactive Advertisements to over 300,000 of their digital cable customers. This is the first time that Canada will experience interactive advertising through digital cable. No longer are commercial just limited to 30 and 60 second intervals. Now while one is watching a commercial, they can click a link that will provide more information on the product, or may lead to an extended version of the original commercial. This summer, consumers will begin to see interactive ads, and although there are 1.4 million Canadians who subscribe to digital cable, some crucial data regarding how effective these advertisements are, is still unknown. Even without this data, Mark Sherman, President of etc.tv “believes interactive ads give a new way to connect with clients” (Heinrich).
Interactive ads are a new and exciting way to increase engagement with the consumer. In the article being discussed, they offer a fresh way to communicate with the customer, which go above and beyond the “30-second ad”. With that said, there does seem to be some shortcomings as well; particularly how the user interacts with the message, and the message itself. Marketing is about communication, specifically communicating the benefits or hazards with a product, service, or idea. Communicating these messages becomes harder with the more that other people are trying to communicate their message. And having many messages being sent via 30-second ads, one can see just how easily it is to for that message to be ignored. Interactive ads give marketers the ability to connect 30 and 60-second ads with info offering more about the product, or even longer, more detailed commercials. Finally a tool that gives marketers more resources and time with a consumer, which one would assume would lead to a greater level of connection with the consumer, but I would argue might not be the case. As we understand the...
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