Interactivetelevisionadvertising,whichallowsviewerstou...

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  Interactive television advertising,which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control. "it's been the year of interactive television advertising for the last ten or twelve years," says Collin Dixon of a digital-media consultancy.

     So the news that Cablevision, an American cable company, was rolling out

interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.

    Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates-especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.

     In theory, interactive advertising can engage viewers in a way that 30-second spot or not. Unilever recently ran an interactive campaign for its Axe deodorant(除臭剂), which kept viewers engaged for more than three minutes on average.

     The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it.

Yet there are doubts whether people watching television, a "lean back" medium, crave interaction. Click-through rates have been high so far (around3-4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.

 saying "It's been the year of interactive television advertising for the last ten or twelve years"Colin Dixon means       .

ractive television advertising has not achieved the anticipated results.

ractive television advertising is successful when incorporated into situation comedies.

ractive television advertising has been under debate for the last decade or so.

ractive television advertising will become popular in 10-12 years.

Cablevision’s planned interactive TV advertising program,the public       .

pted it immediately and completely

some doubt about it

ed an indifferent attitude toward it

sed to accept it

wide use of digital video recorders      .

made TV advertising easily accessible to viewers

s advertisers to measure the click-through rates

placed TV advertising at a great disadvantage.

les viewers to check the sales items with ease

can we infer from para.4?

ever’s interactive campaign proves the advantage of TV davertising

ever’s interactive campaign has done well in engaging the vlewers

C. Unilever’s interactive campaign helps attract investments in the company

ever’s interactive campaign has boosted the TV advertising industry

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