Adotas has an article about the state of the art of interactive advertising at interactive television within the USA. This embraces iptv and cable tv services. By estimations about half of all US households will receive interactive television at the end of 2009. About 23 millions households will receive interactive tv by cable.
The article sees branding as an advantage of tv advertising in opposition to internet advertising. Branding and new forms of interactivity and targeting are mentioned as the strengths of interactive tv advertising.
But probably new and specific advertising formats will become developed. The postulated transmission of branding will not be the optimal solution. New examplary opportunities, which will become relevant sooner or later, are couponing at the local reach and interactivity itself.