Electronic Retailer - February 2012 - (Page 36)

Interactive TV: Just a Click Away Learn how both viewers and the direct marketing industry will reap the benefits of interactive television’s rapid growth in 2012. BY JACQUELINE RENFROW ‘i 36 “Imagine a world where people could get almost anything without ever leaving their homes,” says Maria Kennedy, senior vice president of direct response and paid programming at Discovery Communications. When looking down the road at interactive television, this vision stands to become a reality sooner than later. Today, more and more technology companies, with cooperation from major broadcast communication companies, are beginning to offer interactive advertising on television, or iTV. iTV allows viewers to request information, learn about local deals, purchase a product or watch a movie trailer – just to name a few – just by clicking their remotes while watching a television program. All the while, the advertiser is collecting valuable information for target marketing. Multiple Engagements Gone are the days when the audience would sit and passively watch television. Today most viewers are simultaneously shopping online, texting a friend, tweeting about a program and watching TV at the same time. This growing number electronicRETAILER | February 2012 http://www.electronicretailermag.com

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Classifieds
Rick Petry - MINI Me

Electronic Retailer - February 2012

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