Have interactive TV ads jumped the shark?

10/28/2011 | Bloomberg Businessweek

Canoe Ventures, the consortium of six top cable providers, may have waited too long to crack the interactive ad market, according to this article. With interactive mobile content on the rise, set-top data may not be prized enough by advertisers to justify a 20% to 25% premium over traditional TV spots, said Tracey Scheppach, senior vice president of innovation at Publicis Groupe's VivaKi.

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