The marketers are using Flextech channels Bravo and Trouble to sample synchronized interactivity during a commercial break. On-screen icons indicate additional information is available and on pressing the "go" button, viewers are taken to a Web address predetermined by the advertiser.
Flextech is using the trials to test how viewers respond to interactivity as they browse the Web on TV, in advance of the launch of digital interactive services later this year.
"Involvement in interactive advertising at an early stage will offer us the opportunity to explore synchronized interactive content and gain access to dedicated focus group reports and trial statistics prior to launch," says Ashley Highfield, Flextech Interactive general manager.
Wendy Lawrence, marketing manager for new media development at Barclaycard, adds: "Advertising leading directly to action--in our case, a secure on-line application form--will take the marketing of products and services to a new level. Our participation in the Microsoft Web TV trials has already given us valuable insight into the challenges of television as a service delivery medium."
Copyright May 1999, Crain Communications Inc.