Just before the start of the holidays a handful of companies announced plans to add interactive TV to their online marketing strategies.

InterContinental Hotels Group said it would expand its booking solution across the Android platform for the Kindle Fire and other Android tablets — as well as Google TV.

"As consumers embrace new devices like tablets and interactive television, we will continue to expand our reservation options and brand presence through these fast-growing, emerging touch points,” said Michael Menis, vice president, Web and Interactive Marketing, IHG.

Separately,  BT, Red Bull TV, Honda, and Ladbrokes announced they would develop interactive campaigns to run on the Rovi Advertising Network as part of the Rovi Smart TV Advertising program. These companies join Channel 4, which was one of the first to join the Rovi Smart TV program in the United Kingdom.

The Rovi platform lets companies deploy in-depth multimedia graphics and video as part of their advertising campaigns that run on high-definition televisions, Blu-ray Disc players, and other Internet-connected devices.

Increase in Engagement

Such technology increases engagement with viewers, a case study by BIA/Kelsey finds.  BCM, an interactive TV technology provider, conducted the case study with BIA/Kelsey, and determined that when programming was enhanced with interactive 'clickable moments', the click through rate on surrounding interactive increased ads 20% of clicks on TV resulted in Web clicks to the programmer or advertiser web site.

Growth of HDTVs

Another factor to consider is the growth of HDTV purchases. The average US household has 2.5 TV sets, according to The Nielsen Company. Specifically, Nielsen data shows that HDTV households have more sets than the national average, 2.7, including 1.5 HDTVs and 1.2 SDTVs. Meanwhile, SDTV-only households average 2.1 TVs.