Cable and satellite providers are experimenting with new formats of interactive ads as they battle for ad dollars now going to the Internet, USA Today reports. Interactive ad are believed to provide more bang for the buck than simple 30-second television spots by some advertisers including Unilever, which has used interactive ads for some of its brands. A recent study by Forrester Research and the Association of National Advertisers found that two-thirds of big advertisers say that traditional TV marketing has had less impact during the last two years, USA Today says.
—Sergio Ibarra