Zip Launches Tool To Measure Interactive Advertising
Zip Television is launching what it claims to be the first research tool to allow advertisers to accurately measure how many viewers press red during an interactive campaign.
The new Zip i-Count tool will debut on the interactive campaign for UIP’s latest film release Bridget Jones 2: The Edge of Reason, which gives Channel 4 and IDS viewers access to movie trailers, reviews and competitions.
Currently interactive campaigns only measure those viewers that send information back through the return path of a commercial. However, Zip claims its new tool will provide a much more accurate picture of interactivity by measuring every single viewer that presses red during an ad.
Zip’s business development director, Guy Abbott, said: “Up until now measuring the viewers that press red has been based on an estimate. The industry can tell how many people have entered a competition, or requested further information, as they submit their details through the return path. But those viewers that enter the interactive space and do not enter their details, are not recorded.”
He added: “With Zip i-Count, we can now measure the exact number of viewers that see the interactive campaign. This is a vital measurement tool for all brand building interactive campaigns which now do not need to rely on a return path mechanism to demonstrate accountability.”
Under the new research tool, the viewer will see a brief screen informing them that their set top box is making a call. The call itself occurs in the background whilst the viewer continues with his or her interactive experience. The call is then logged and top-line data such as time and the channel viewed can be recorded.
UIP’s decision to use the new tool to measure the level of interactivity for its Bridget Jones push represents a major coup for Zip, which has created and hosted the campaign. The company will also use it i-ad tracker to provide insight into why viewers interacted, what they remember and what they liked best about the campaign.
Last month Sky became the latest broadcaster to sign a deal with Zip in a move that will allow its viewers to access interactive advertising campaigns using technology and bandwidth from the Zip TV consortium, which includes Honda, COI, Procter & Gamble and Unilever (see Sky Media Zips Up Interactive Advertising Deal).
Zip TV: 0207 101 7360 www.ziptelevision.com
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