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Digital TV -- with its improved images and interactive potential -- could present advertisers with a more valuable product for which they will have to pay more.

"One of the things we've been talking about is how you can make money in digital and the opportunities to use the technology to enhance the value of television," said Ave Butensky, president of the Television Bureau of Advertising.

The digital discussion will be a big part of TVB's Marketing Conference this week in Las Vegas during the National Association of Broadcasters convention.

If advertisers get "higher visibility because of the technological advantage, you're presenting the advertiser a case for greater value, and if you've got a case for great values, you have a case for more money," Mr. Butensky said.

However, he said, just putting up a high-definition signal won't be a license to charge advertisers more.

Marrying traditional TV spots to a data page also would enhance the value of digital advertising.

Mr. Lafayette is New York bureau chief at Electronic Media.

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