• by David Goetzl , October 14, 2010

After having recently launched its "request-for-information" interactive advertising platform, Canoe Ventures is developing a related iTV product involving polling and trivia questions. The opportunities for an advertiser are endless.

For example, viewers with iTV capabilities can take part in a live vote on, say, the best-prepared dish during a "Top Chef" episode. Kraft would sponsor and results would appear soon after, maybe before the judges weigh in.

"Through the use of contextual and relevant questions that are presented during the program in a game-like experience," Canoe wrote in a research paper, "networks are able to create a more personalized viewing opportunity."

Also in the new document are results of studies Canoe conducted that show interactive advertising is effective across three metrics: recall, opinion and purchase intent. Research just ended, having been conducted from March through September.

Results illustrate that a "request-for-information" ad -- allowing viewers to ask for something with a remote control, which is Canoe's first product -- boosted unaided brand recall by 132% on average.

Also, when a poll runs during a show with an attached sponsor -- followed by a related spot in the next break -- results showed better unaided recall (167% higher) than if the spot did not follow.

There was some insight into how advertisers may best design the on-air look of the banner that prompts polling. A company logo placed on the left side of the overlay, versus the right, increases brand recall to 74% from 64%.

There is some evidence that an iTV spot -- with the pop-up on screen -- can increase viewer awareness of an ad, even if a person does not take advantage of a click-through. Canoe said "51% of those who noticed the overlay (as well as 91% among those who accepted the offer) thought more favorably of the brand."

"Just noticing the interactive ad raised purchase intent to 75%," Canoe concluded.

Canoe is owned by the six largest cable operators and licenses its technology to deliver iTv ads to national cable networks. There are a small number, such as AMC and Style, taking advantage so far. Ultimately, Canoe wants to run iTV ads in tens of millions of homes that have digital cable.