Canoe Ventures' white paper, "Understanding the Brand Efficacy of RFI," featuring the aggregate results from a series of brand-research studies accompanying in-market request for information (RFI) ITV campaigns that Canoe has enabled, indicates that RFI is an effective direct marketing tool and a brand-building mechanism.The presence of RFI positively impacted a variety of key brand metrics among all viewers exposed to it, regardless of whether the viewer interacted with the overlay or not. Brand metrics positively impacted included:

• 26% increase in unaided ad awareness between test and control groups



• 23% increase in unaided brand awareness between test and control groups



• 28% increase in viewer purchase intent between test and control groups

The studies gauged the efficacy of interactive offers presented as an overlay to TV advertising in driving a variety of branding metrics. Each study involved two groups of viewers: one watching commercials with RFI (test group) and another watching the same commercial without the RFI overlay (control group).