TITLE

Weapon7 allows iTV ads to be measured against linear spots

PUB. DATE

April 2005

SOURCE

New Media Age;4/21/2005, p3

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

This article reports that Weapon7 has a research model for measuring the effect of interactive television (iTV) advertising in Great Britain as of April 2005. The effectiveness of interactive TV advertisements can now be measured in the same way as conventional linear ad spots. Specialist iTV agency Weapon7 has been working with research company Hall & Partners to create a mechanism that demonstrates the brand-building properties of red-button campaigns. The research model allows advertisers to assess the impact of their iTV activity against specific communications objectives, set out at each stage of the strategic planning process. The idea is to help brands create more effective red-button campaigns that can be measured against traditional types of media. Mike Hall, founder of Hall & Partners, said that if iTV communication is not affecting the bran, then the investment is not effective. The research model is intended to persuade more advertisers to include iTV on their media schedules, by showing advertisers how it affects factors like brand awareness and propensity to buy. The launch of How digital TV advertising works comes just days after Sky announced plans to begin measuring the number of viewers that press the red button during an iTV campaign.

ACCESSION #

16942247

Tags: ADVERTISING research;  TELEVISION advertising;  WEAPON7 Ltd.;  HALL & Partners (Company);  INTERACTIVE television;  HALL, Mike

 

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