Canoe Touts ITV Ad Power

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 ef...

Dec. 5, 2011

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).