Canoe, ANA Release Interactive Advertising Research Results
-- 18 percent of TV Enthusiasts ages 18 to 49 said "Yes" to Interactive Offers
About 18 percent of adults 18 to 49 in a research panel said "yes" when prompted to use their remote controls to respond to interactive ads, according to Canoe Ventures and the Association of National Advertisers.
Looking to drive interest in interactive ads such as RFI spots, Canoe and ANA released initial findings from their CEE MEE initiative, which is focused on studying how the "Connection, Emotion and Experience of advanced television solutions, including ITV, relate to the Measurement and Efficiency and Engagement" sought by advertisers. Canoe said unaided brand recall for a test brand used with the CEE MEE panel was 126 percent higher following an exposure to an interactive offer, regardless of whether the viewer accepted the offer.
Canoe hasn't released actual results from RFI campaigns that have run on cable systems owned by MSOs that back its ITV consortium, which include Comcast, Time Warner Cable, Cablevision, Cox Communications, Charter Communications and Bright House Networks. Instead, it released results from a panel of viewers that identify themselves as TV enthusiasts. Canoe released aggregate results on the effectiveness of RFI advertising, measuring how the CEE MEE panel responded to ads from ANA members Honda, GlaxoSmithKline, Kimberly-Clark and State Farm.
Asked if the response rate from the CEE MEE panel could be used to gauge how the average cable subscriber would respond to interactive ads, Canoe spokesman David Grabert said it is reasonable to interpret that results including from the CEE MEE panel may be heightened. "But we've seen positive brand results in studies accompanying real campaigns as well, so this is very encouraging," Grabert said in an email.
Canoe said results from the CEE MEE panel research, which was conducted online, showed that the likelihood to purchase the test brand was 29 percent higher for viewers exposed to an interactive offer. It also said that the likelihood to seek more information about the brand was 29 percent higher following exposure to an interactive offer.
"Directionally, the findings of the ANA brands through their work with the CEE MEE panel are the same as the findings Canoe has discovered in studies with national brands that have actually run early RFI campaigns," Canoe CEO Kathy Timko said in a statement. "We see that some of the most important brand metrics – unaided brand recall, purchase intent and likelihood to seek additional information see a lift from the insertion of attention-grabbing and engaging interactive offers," she added.
Cablevision, the first MSO to launch results from RFI ads to homes throughout its entire footprint, released the results from its initial campaigns in January 2010. Cablevision, which ran RFI ads that encouraged subscribers to press the select button on their remotes when prompted by an interactive overlay in order to receive product samples from advertisers, said it saw a peak conversion rate of 70 percent with a campaign it ran with Colgate-Palm Olive. It defined the conversion rate as the percentage of subscribers who, after pressing the select button to respond to a commercial, completed the transaction by pressing "select" again to receive the item being offered.
Canoe MSO's members have the ability to track exactly how many subscribers respond to interactive advertising. It will be interesting to see if the cable MSOs reveal more detailed results, as they increase efforts to boost ad revenue through interactive ads.