New research has revealed that recall of interactive adverts delivered via hybrid TV increased by 300% over conventional ads.
The research, commissioned by satellite operator SES Astra in the UK, examined how British consumers are likely to respond to adverts that allow the viewer to interact with them. It found that these ads had a recall rate of 73% compared with 18% for standard ads. The findings also revealed that only 35% of people find TV ads entertaining or personally relevant and that 70% stop watching TV because of adverts, and instead choose to leave the room, channel surf, chat to others or turn the TV off.
When asked about hybrid TV services, 77% of respondents said they would like to see hybrid features implemented on TV and
43% believe that TVs will merge with the internet.