OpenTV Corp. recently said it has launched more than 1,500 interactive television-advertising campaigns in Europe, Australia, Asia, and the United States.
The San Francisco-based company's technologies enable advertisers to offer interactive ads ("iAds") that allow viewers to engage with advertisers, allowing them to view or request further information about the products or services being offered. The company's software has been integrated in more than 70 million digital set-top boxes in 96 countries.
In April 2006, EchoStar's DISH Network, which serves more than 12 million U.S. households, completed the launch of OpenTV's interactive advertising system. Using OpenTV's technology, EchoStar has produced iAd campaigns throughout the past year, with leading brands such as Mercedes-Benz, BMW, Sony Pictures, and Hewlett-Packard. In Europe, advertisers have been using OpenTV's middleware technologies to produce iAds since 1999 and in Australia pay-TV operator, Foxtel, has run iAds since January 2005.
OpenTV's iAd experiences include interactive sites that may be launched from a 30-second spot, product description pages, image galleries, links to long-form video, capabilities for locating local retailers, advertising-oriented games and sweepstakes capabilities.
"Advertisers are under increased pressure to achieve deeper engagement and better accountability in their advertising spend," said Jim Chiddix, CEO of OpenTV. "Technologies that allow viewers to bypass traditional ads have created a sense of urgency for advertisers to embrace new advertising options. Our advanced advertising solutions allow advertisers to deliver tailored, more meaningful messages to consumers with measurable results."
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