Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing Communication Tool

Abstract

This chapter investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of interactive digital television (IDTV) as a marketing communication tool. In total, 320 marketing professionals cooperated in a Web survey that was posted just before the commercial launch of IDTV in Belgium. The results show that their knowledge concerning the possibilities of advertising on IDTV is very limited, but their intentions to use IDTV in the future are relatively promising. Among the major perceived advantages of the medium are the possibility to provide more product information, two-way communication with the consumer, and the ability to target the audience more specifically. The major perceived disadvantages of the medium are the general lack experience of using it, the low adoption of IDTV by the end user, and the high cost for the advertiser.