•Nike. In 30- and 60-second Zoom shoe ads on Dish Network dish satellite TV, Nike offered up to 22 minutes of extra content. Viewers who clicked on the ads could see a video of San Diego Chargers running back LaDainian Tomlinson's signature "spin" move in different speeds, watch his workout routine, play a remote-control game that tests reflexes, get a 3D demo of the Zoom shoe or click on the store locator.
Viewers interacted with the video for an average of 3 minutes, 15 seconds, says Michele Bogdan, senior VP of marketing for Ensequence, which provides software and services for interactive TV. For viewers with DVRs, the show will then pick up where it left off.
Nike was able to capture data about the ad's audience, percentage who clicked, the specific content they chose and whether they accessed the store locator.
•Bertolli. To promote its Mediterranean Style meals, the pasta and sauce maker struck a deal that allowed its brand to be baked into Bravo's Top Chef 3 Miami reality show for Dish Network viewers. They could use remotes to play Bertolli-sponsored games such as trivia polls about the judges. They also could vote on which cooks should be eliminated from the competition. Correct trivia answers and voting tallies were posted on the screen.
•Disney. The company has a video-on-demand travel channel that offers "24/7" access to vacation information, says Cablevision's Frey. The videos feature theme parks and cruises, even restaurants at Disney destinations. Viewers can use their remotes during the videos to ask for more information to be mailed to them or request a call from a Disney travel planner.
"Now you can sit in front of a big screen with all the decision makers in the family and have this interactive experience," Frey says. So far, 23% of people who pressed the button for a Disney planner to call them ended up booking a vacation, he says.
Despite the success of some of these efforts, BrightLine's Corbelli stresses that interactive TV and Web ads are not mutually exclusive.
She says smart advertisers look at both digital options: "Interactive TV isn't a replacement for online. It's a complement. It's not an either/or — it's a both."