Technology Brings Accountability To Interactive Ads
Interactive TV consultancy, Zip Television, has launched a new brand tracking system to measure the effectiveness of TV advertising on real sales.
Working in association with dunnhumby, which manages the Tesco Clubcard database, the company claims to be able to link interactive advertising directly linked to sales by comparing and analysing data gathered throughout the campaign.
The new technology will allow advertisers to track both long and short term changes in customer behaviour, enabling them to be able to move beyond initial purchase behaviour and gain a more rounded picture of the effectiveness of their ad campaigns.
Brands will also be able to use the technology to determine which of their rivals have lost market share as a direct result of their television ad campaigns.
Donna Barradale, managing director of Zip Television, commented: “Once we have the viewer data we can measure sales performance at product level, prior, during and after the television campaign has aired. This is fundamental for the interactive television industry, as we can now accurately quantify the value of an interactive touchpoint.”
Robert Leech, interactive sales controller at Sky, added: “A lot of major brands have tested interactive advertising with great results. There are still many more, however, that should be involved with this medium. The sales tracker will give marketers the statistics they need to measure exactly how successful the medium can be for them.”
Recent research from OMDtvi into an interactive ad campaign for Nicorette revealed the potential impact of the medium, by showing that the campaign delivered over eight million impacts and reached over five million viewers. It also prompted 10,989 viewers to request ‘fresh start packs’ to help them give up smoking with Nicorette.
Toby Hack, head of interactive TV at OMDtvi, commented: “We were able to collect really valuable data as viewers had purposely expressed a desire for the packs. This gave us essential information, not only on the Nicorette audience, but also on the channels they watched and the times of day they were most receptive to the campaign.”
Interactive Digital Sales recently increased the size of its sales team and announced it is to dedicate more resources to interactive advertising, following the rapid growth in demand for interactive TV campaigns (see IDS Increases Focus On Interactive Advertising).
Zip Television: www.ziptelevision.com
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