A research report reveals that over half the potential users of interactive advertising in the UK are not engaging with interactive TV because there are either too few incentives or they are still daunted by the prospect -- The study shows that those ignoring interactive adverts are also disregarding other interactive services on the Sky platform. The research was based on a telephone survey of 300 viewers who had not interacted with an interactive advertisement in the last year and were unlikely to interact in the next six months. A group of 100 viewers that had interacted and were likely to do so again were also interviewed. The researchers classified viewers into five groups: bitter ad haters, unengaged passives, apprehensive stargazers, unimpressed pragmatists, and dedicated interacters. The �dedicated interacters� make up around a fifth of the available audience, around 3.1 million. However, the �unimpressed pragmatists� feel there is not enough incentive to interact, while the �apprehensive stargazers� are too daunted by the prospect, believe that it will cost them money and takes too much time. Together these groups represent the biggest opportunity to grow the number of interactors, the study suggests.
Every executive who has approved a connected product roadmap has made a quiet assumption: the network underneath it will still be there. That assumption is about to be tested at a scale the automotive industry has never faced. The global connected vehicle installed base is heading toward a billion units, and the cellular technology most of those vehicles depend on is scheduled to begin its retirement before the end of the decade. For automakers, fleet operators, insurers, and the telecom carriers that serve them, the question is whether the recurring revenue those services promise can survive a connectivity layer with a shorter life than the vehicle carrying it. How Scale Meets an Expiry Date Omdia research forecasts that the global connected vehicle installed base will surpass 1.05 billion units by 2035, up from 473.7 million in 2025. Few installed bases of any kind more than double in a decade, and this one signals that connectivity is moving from premium differentiator to baseline e...