Commercials Get Measured

  • by July 25, 2000
Today, advertisers rely on various syndicated research services to quantify and qualify the audiences of the programs in which they advertise. Traditional methods of media planning and buying do not generally address the effectiveness of a commercial in terms of reaching this targeted audience.

Wink Communications introduced today a set of research and targeting products for advertisers who deliver interactive ads. The new research products provide insight on the behavior of television viewers toward the interactive messages they see in ads.

Wink's product line allows advertisers to learn whether an interactive ad's message is reaching the target audience and which offers have the greatest impact. Until now, this level of data has not been available to the advertising industry.

Several leading advertisers, ad agencies and television executives were present for the product announcement, which is slated to be available to national advertisers beginning in the fourth quarter of this year.

Wink's research and targeting products address ad effectiveness by allowing advertisers to select the demographic delivery parameters for their ads, air multiple interactive ad messages, and test a variety of special offers.

Wink's research unit provides reporting on the ad's delivery, on viewer interaction with the ad's message, and on the response rate of the offer provided in the ad, summarized by demographic or other criteria provided by Wink.

For example, an automobile advertiser may choose to deliver a car ad to a subset of young males with a targeted interactive message describing performance capabilities.

The same ad can be delivered with a different interactive message detailing the car's safety features to an older demographic. Wink allows the advertiser to select multiple demographic variables to target the ad's interactive message. After the ad has aired, Wink reports specific ad response results to the advertiser.

These reports will specify:

- how many responses were generated; - a summary of each interactive ad's viewer base that interacted; - a correlation of the targeted demographic the advertiser specified for the interactive ad.

Ultimately, Wink says their Research and Targeting system will link viewership ratings to an interactive ad's response level within the program. As the service evolves, additional features will be made available including more advanced integration with existing research databases, instant polling, pilot tests and other services which will evolve with Winks technology and expanding consumer network.

Next story loading loading..