Rattray: "better planning process"
Sky and Carat have launched a major research project into the impact of interactive advertising.
The study into television viewers' attitudes promises to provide both quantitative and qualitative research and comes as another boost for the interactive arena, a week after it was revealed Barb was investigating ways of developing an auditing system for interactive ads.
Sky and Carat said the research would identify which interactive features are most appealing to viewers, providing valuable information to advertisers in an area where there has, so far, been a lack of research.
Keith Rattray, Carat's interactive TV director, said: "The more we know about the viewers we're trying to reach and what turns them on and off, the better the overall communications planning process will become - and interactive messages can be tailored accordingly."
The first part of the study will be a telephone poll conducted by BMRB of a representative sample of 2,000 Sky Digital customers. The results will then be evaluated in depth through focus groups conducted by Carat Insight.