With close to 25 million cable digital set-top boxes (STBs) now enabled to deploy interactive features -- using enhanced binary interchange format (EBIF) technology -- U.S. cable operators will likely introduce more interactive advertising services in 2011, according to the latest market study by Heavy Reading . "After years of empty talk and dashed promises, cable appears closer than ever to establishing a viable, widely deployed platform for ITV advertising and t-commerce," notes Craig Leddy, research analyst with Heavy Reading. In 2011, consumers increasingly will see ads that enable them to use their TV remote to click for more information, get a coupon, request a sample, answer poll questions, or purchase products directly through their TV. Deployment of ITV-capable set-tops is fast reaching the level that can support interactive ad initiatives, Leddy says. Based upon the MSOs' tallies of EBIF-ready STBs, the industry is well on its way to reaching its 25 mil...
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