ITV will be launching a new project with BT to encourage more DRTV advertising. ITV claims that the Viewer Enquiry Response Advertising (VERA) system will be able to handle up to 6,000 calls at a time.
A trial scheme will launch next month and if the campaigns using the system are successful VERA will be rolled out to a wider range of advertisers in 1997. In the past advertisers have been reticent to use ITV for DRTV due to fears that the call handling system would not be able to cope with a large volume of responses. A spokesman for the scheme told MediaTel that VERA would be particularly effective in brand responsive areas and said that many major advertisers had expressed an interest in using such a system.
Enquiries: Caroline Hunt, Carlton head of client sales, 0171 240 4000
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
