Interactive TV advertising: iTV ad executional factors

This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the worldʹs highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96 executional factors in iTV ads. The results identify the top-10 executional factors that cause the largest increases or decreases in the response rate, as well as 11 other factors that help or hurt the response rate in specific product categories. Appendix A describes these 21 factors in detail and lists the other 75 iTV ad executional factors that have no effect on response rate.