Cox and Hyundai Find Consumer Comfort Applies to Cars and ITV.

Consumers must become comfortable and familiar with ITV technology before interactive ad sales can soar.

By Shirley Brady

It seemed like a rare opportunity. I was given an exclusive press invitation to a meeting last month of Cox and Time Warner Cable, Navic Networks and media agency Carat Digital as they discussed results of local interactive ad campaigns with Carat client Hyundai, the first to use overlay technology from Navic. In spite of the complex set of findings, the meeting's bottom line was relatively simple: Consumers need to be comfortable with ITV technology before interactive ad sales can take off.

That reinforced the opinion of …