As Canoe Ventures looks to build network and advertiser interest in its request-for-information (RFI) interactive TV product, new data shows about 20% of adults in a key demo took advantage of the offering in a test. That click-through rate via a remote control is an average for ads tested from five marketers: Honda, Fidelity, GlaxoSmithKline and State Farm.
The results are from a year-long study conducted jointly on the effectiveness of interactive TV (iTV) as an ad medium by Canoe and the Association of National Advertisers. Garnering data from an online panel of 4,200, 19% on average of those exposed to an RFI ad in the 18-to-49 demo took advantage of an offer.
RFI spots feature an on-screen prompt to encourage viewers to click in pursuit of more information or a special offer related to the advertised product. The Canoe/ANA data also showed RFI ads can bring added engagement, regardless of a click-through rate: unaided recall was up 86%.
Unaided recall was also up 101% for brands sponsoring polling and trivia opportunities on-screen within a program. Canoe is looking to offer networks a platform to give viewers a chance to participate, where an advertiser could be attached.
The year-long research, tabbed CEE MEE, looks to find the link between “Connection, Emotion and Experience” of what is broadly defined as advanced advertising with “Measurement, Efficiency and Engagement.”
“Going forward, iTV is certainly going to play a significant role in the future of brand marketing,” stated Honda executive Tom Peyton. “We are beginning to see the emergence of a lot of digital metrics, and we’re getting a glimpse of what can be done to make TV more interactive from a marketing perspective, with the metrics to support those efforts.”
Canoe is a joint venture of the six largest cable operators and has built a platform where iTV ads can be delivered into 25 million homes served by different operators. AMC, Bravo and Discovery are among the networks looking to sell RFI iTV ads to marketers.