NBCU, DISH Offer Ad 'Triggers'

摘要

NBC Universal's agreement with DISH Network to enable ad-triggering capabilities for the satellite provider's DVR customers, which follows a similar deal late last year with TiVo subscribers, is one more salvo in the ongoing battle to keep viewers engaged with commercial messages. The DVR-which is estimated by Nielsen to be in 20% of households and growing rapidly-is a bane for advertisers and programmers ever more desperate to connect with viewers in a rapidly fractionalizing media market. Interactive triggers let satellite customers with DVRs use their remote control to request more information or access special discounts from an advertisement. Viewers select an icon displayed during a commercial that takes them to a separate page. Once finished, they're conveniently returned to their program at the exact place they exited. Put simply, it is the interactive Internet advertising model adapted for television.