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