????同時(shí)，繼續(xù)發(fā)展互動(dòng)式電視廣告的呼聲也很高。弗雷斯特研究公司的戴維?庫伯斯坦表示：“短期內(nèi)得以發(fā)展的可能性更大。”尼爾森市場(chǎng)研究公司（Nielsen）最近發(fā)布了一份報(bào)告稱，美國(guó)人平均每天看電視的時(shí)間為4.5小時(shí)，在此期間，他們有20%的時(shí)間都在打電話，占據(jù)的時(shí)間是調(diào)查中最高的一類活動(dòng)。公司和應(yīng)用軟件開發(fā)商都在利用這種趨勢(shì)，開發(fā)出多種低成本的電視互動(dòng)方式。

????舉例來說，IOS平臺(tái)音樂軟件公司Shazam開發(fā)了一種應(yīng)用軟件，能夠及時(shí)捕捉電視廣告正在播放的內(nèi)容，從而為觀眾提供相應(yīng)的優(yōu)惠券、下載服務(wù)和相關(guān)鏈接。寶潔公司（Procter & Gamble）、本田汽車公司（Honda）和美國(guó)運(yùn)通公司（American Express），以及Bravo和Oxygen電視臺(tái)都嘗試了這種軟件。電視應(yīng)用開發(fā)商IntoNow公司在剛成立三個(gè)月后就于去年被雅虎（Yahoo）收購，該公司的理念與前者類似。以今年超級(jí)碗比賽期間百事極（Pepsi Max）廣告為例，IntoNow用戶只要點(diǎn)選該廣告，就能獲得一張百事可樂免費(fèi)券。目前MTV音樂電視臺(tái)也正在開發(fā)適用的Shazam和IntoNow服務(wù)模式。

????但這并不是說未來互聯(lián)網(wǎng)企業(yè)不能繼續(xù)擴(kuò)大在美國(guó)廣告業(yè)市場(chǎng)上的份額，也不意味著網(wǎng)絡(luò)電視公司不該再繼續(xù)創(chuàng)立獨(dú)木舟創(chuàng)業(yè)公司這種創(chuàng)新企業(yè)。據(jù)估計(jì)，美國(guó)廣告市場(chǎng)價(jià)值為1,500億美元。為了應(yīng)對(duì)在線視頻廣告和傳統(tǒng)電視廣告之間越來越激烈的競(jìng)爭(zhēng)形勢(shì)，包括Google、雅虎、美國(guó)在線（AOL）和微軟公司（Microsoft）在內(nèi)的一批實(shí)力雄厚的科技企業(yè)，將于四月份舉辦廣告業(yè)務(wù)大會(huì)，力圖通過展示各種不同的在線廣告市場(chǎng)營(yíng)銷機(jī)會(huì)來吸引廣告客戶。這實(shí)際上是在效仿美國(guó)的UpFront大會(huì)，也就是各大電視臺(tái)廣告預(yù)售活動(dòng)。UpFront大會(huì)通常于每年五月舉辦，電視公司管理層都將云集于此。

????但毫無疑問的是，2012年電視廣告將保持自身優(yōu)勢(shì)并成為大贏家。今年的美國(guó)總統(tǒng)選戰(zhàn)，以及將在倫敦舉行的夏季奧運(yùn)會(huì)都將推動(dòng)電視觀眾人數(shù)的猛增，電視廣告的收益也將非?？捎^。

????譯者：李玫曉/汪皓

????All the same, high hopes remain for ITV going forward. "The possibilities have gotten richer in a short period of time," says David Cooperstein of Forrester Research. Nielsen recently released a report saying that Americans, who watch an average of 4.5 hours per day, are on their phone for 20% of the time they're actually in front of the TV.—the largest proportion of time for any activity in the survey. Companies and app developers are capitalizing on this trend, coming up with different ways to interact with TV for a lot less money.

????Shazam, for instance, offers an app that can hear what commercial is playing and then deliver the viewer coupons, downloads, or relevant links. Procter & Gamble (PG), Honda (HMC), and American Express have tried Shazam, as well as networks like Bravo and Oxygen. IntoNow, which Yahoo (YHOO) bought last year three months after it launched, offers a similar concept. During the Pepsi Max (PEP) advertisement at this year's Super Bowl, for instance, IntoNow users were sent a coupon for a free Pepsi if they simply tagged the ad. MTV is building out its own version of Shazam and IntoNow.

????That's not to say that internet firms won't get a larger piece of the estimated $150 billion U.S. ad industry, and that networks should stop creating ventures like Canoe. In a cheeky nod to the increasing competition between online video advertising and traditional television advertising, an amalgam of high-powered tech firms -- Google (GOOG), Yahoo, AOL (AOL), and Microsoft (MSFT) -- is holding an advertising conference in April to woo advertisers by presenting different marketing opportunities for companies to create online-only ads. The conference is essentially a copycat of the UpFront conference that TV network executives traditionally throw in May.

????All the same, it seems that TV advertising will almost certainly retain its edge and emerge as the big winner for 2012—and with an election in Washington and the summer Olympics in London both boosting TV viewership, the prize will be considerable.