Interactive TV Advertising: Johnson & Johnson Trifecta Pays Off with Brand Lift

Jupiter Research Corporation
September 8, 2003
4 Pages - SKU: JUPT949198
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Interactive TV Advertising: Johnson & Johnson Trifecta Pays Off with Brand Lift

 
Brand advertisers believe interactive television (iTV) is a "nice to have" rather than a "need to have" in the advertising mix. This view hinders the advancement of a powerful advertising platform.
Key Questions
How can advertisers quantify the impact of iTV on their brand?
What are best practices for cross-platform interactivity?
Lead Analyst: Lydia Loizides
Contributing Analyst: David Card


 

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