Sky Unveils Interactive Advertising Insight
Kerry Taylor, market insight manager at BSkyB, charted the evolution of interactive TV advertising in her paper addressed to this year’s Media Research Group Conference.
Interactive advertising has increased substantially in sophistication since the first ever commercial, which offered viewers a free sample of Chicken Tonight with a press of the red button. Now, for example, viewers can play games and, in one recent Kit-Kat campaign, interacting viewers spent an average of 13 minutes each playing a game to win a year’s supply of the chocolate.
The volume of interactive advertising has also increased massively; there were a total of 17 commercials in 2000 compared with 520 campaigns already by the end of October 2004.
Dave Chilvers, director of Continental Research, went on to outline the methodology used to analyse the response to interactive advertising and what was discovered.
According to the research boss, one in three viewers are aware of the interactive element in a campaign and of those, one in nine interact. The research also looked into how usage of interactivity in adverts could be increased beyond the obvious method of increasing reach. It was found that adding games, competitions, celebrities and free samples would encourage users to go interactive.
Taylor then continued by outlining the benefits of getting viewers to interact with commercials. Sky researched those who had interacted with a commercial, those who had seen a non-interactive (linear) commercial and non-viewers of a commercial. Besides a massive increase in brand awareness from the first group, they found that people were six times more likely to spontaneously mention a product after interacting with a commercial of it.
The increase in product knowledge of those interacting with commercials and an increased intention to purchase has led to 70% of interactive advertising products choosing to repeat book.
MRG: www.mrg.org.uk
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