Metrics For Advertisement Effectiveness Measurement In The Interactive TV Environment : The iMEDIA Case * 1

Recent technological developments allow for the convergence of interactive services with the passive TV environment, creating opportunities and threats for the advertising industry. Interactive TV excels and differs from traditional media, because of its power as both advertising and direct marketing medium. In this paper we propose metrics for advertisement effectiveness measurement in the interactive TV environment. We argue that advertisement pricing and assessment is based on data that need to be accurate and accountable, while today’s infrastructure supports neither of these. We go one step further and propose metrics for the observation of a viewer’s response to advertising. In addition, we look into how these features are implemented within the iMEDIA advertising mediation platform, a development of an innovative research project. We conclude with some general comments, putting our discussion in a broader business perspective and provide guidelines for further research in this emerging field.