ITV and Cable & Wireless have teamed up to create a new project in the development of direct response on-screen advertising. Call ITV will allow advertisers to all use a generic telephone number, 0870 3333 333, which all viewers can call to be transferred to the appropriate telemarketing service. The technology of handling these calls on one number will be provided by Cable & Wireless and should have the capacity to deal with around 6,000 calls simultaneously.
The idea of this, according to ITV, is to attached ads more strongly to the ITV brand by associating all ads with the Call ITV service and number. Research by ITV in the Granada region claims that only 7% of respondents who could recall a direct response ad could correctly state the telephone number. The scheme is being pioneered by ITV’s new marketing and commercial director John Hardie.
ITV Network Centre: 0171 843 8000
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