I noticed during a commercial for a high-end SUV that an informational bar popped up in the middle of the commercial. The bar said that by clicking on it, you could get more information on the vehicle. That revealed a look inside the vehicle, options available to the consumer and more detailed information on pricing. I have also seen a couple that are like mini-movies or infomercials. I think this level of interactivity with the consumer and the ability to gain more immediate in-depth information about products is the wave of the future for all television advertising. I have often times found myself trying to remember something I had seen on TV to look up later, maybe an interesting toy or a company that I wanted to know more about. But the problem is that I would generally forget about it after the show came back on or I was hit with some other form of distraction.
This idea of engaging the consumer immediately to see what is so great about the advertiser’s product may well become essential in making advertising on television successful. I think this concept can also be expanded into allowing consumers to order the product directly upon seeing the commercial, requesting more information or coupons, or having oneself added to a mailing list. Ordering the product can be especially useful for products that are generally bought on impulse, such as pizza. If, every time I saw a food commercial and though, “hmmm, that looks good right about now,” and could immediately order the food, I would probably eat take-out twice as much as I currently do. It may also work well for flower and gift giving companies. The ads that remind us that Valentine’s Day or Mother’s Day is just around the corner could make use of not only the reminder, but also the ability to order the product right then, before the consumer forgets again. Additionally, if I could request information or coupons about products as I see them, or learn more about them immediately I would probably make for a better consumer.
These types of interactive marketing techniques are already being implemented on the internet and on our phones, allowing consumers to click on ads for more information or to visit a website. The line between one form of media and another are quickly becoming blurred and I don’t think it will be long before we see the use of interactive marketing as a regular part of our television watching experience.
