Viewers who see the Mitsubishi Lancer advertisement will be invited to press RED on the SKY remote to request more information on the car. They simply follow the prompts on screen to select their preferences and enter their contact details, which can be sent back to Mitsubishi via the SKY box. Simply using the SKY remote, without leaving the armchair or the channel which is being watched enables this process.
This type of interactive TV advertising is known as Impulse Response. These i-Ads enabled by emuse absolutely are now available to advertisers as a direct response enhancement to campaigns on SKY digital channels.
Mitsubishi Motors are using the Impulse Response i-Ad to generate qualified leads as a direct response to their TV commercials on SKY. Mitsubishi offers test drives or brochure fulfilment to potential customers and they are delighted to be the first company in NZ to be using the system.
“Mitsubishi delights in being an innovator, so as the first to use this exciting new technology in New Zealand we are sending a message to the country about our company and our products. The measurability of interactive television is also a huge positive. Potential customers can interact with our product directly through the advertising,” said Daniel Cook, Marketing Manager for MMNZ.
Mitsubishi Motors are a client of Clemenger BBDO who are no strangers to Interactive TV advertising. Clemenger was the first NZ advertising agency to utilise i-Ads in NZ with an award winning campaign for Panasonic. They have subsequently created successful campaigns for Quotable Value and another two for Panasonic. The Clemenger BBDO team has embraced the opportunities available with interactive TV
“We are excited to have the option to add this new dimension to campaigns, having seen how well it works overseas. This type of campaign, which is very simple for viewers to use, makes sense for Mitsubishi as research shows SKY viewers are three times more likely to buy a car than non SKY viewers. As innovators in the motor industry, they were open to such an innovative form of advertising which puts them directly in touch with their customers at the touch of a button,” said Kate Wilkinson, Clemenger BBDO Senior Planner.
The launch of Impulse Response i-Ads is part of the development of interactive television advertising in NZ. SKY last year launched several template options for immersion i-Ads in conjunction with emuse absolutely. emuse is an established global developer with extensive experience creating interactive television applications. The partnership ensures advertisers are supported in the development of i-Ads through all stages of concept, design, build, transmission and providing the responses. Another significant development for interactive advertising is the ability to match response information with address details from the SKY subscriber database so viewers don’t have to enter this information.
“emuse is now the largest interactive service provider in the UK and is also a key player in the US and therefore we are happy to be able to now also have a presence in NZ and we are therefore grateful to be working with innovators such as Sky NZ” says Dominic Laval COO emuse absolutely
Impulse Response i-Ads expand the offering on SKY and gives greater flexibility for NZ advertisers to take advantage of TV advertising as a two way communication. This format has proved popular overseas with over half of i-ads in the UK being Impulse Response. Interactive TV advertising is also effective with viewers in the UK- 93% of BSKYB subscribers have been stimulated to interacted with i-Ads
Be sure to Press Red when you see the Mitsubishi Lancer advertisement to experience this new format advertising on SKY TV. Other examples of overseas clients utilising this form of I-Ads are available on the Sky Advertising sales website www.skyadsales.co.nz or talk to your SKY TV account manager for more details
About Impulse Response I-Ads
The IR i-Ad is built as a series of graphical overlays, which appear on the bottom of the screen, over the bottom third of the programme being watched. They only appear if the viewer chooses to press RED and enter preferences or information. The information is sent via the phone line connected to the SKY box, then it is gathered and collated with address details from the SKY subscriber data base then sent to the Advertiser for fulfilment of the offer.
Impulse Response I-Ads are quick and easy to design, simply choose from a range of screen options according to the information you would like your target market to respond with and provide the wording and colours. $19,000 secures an Impulse Response I-Ad for two weeks as an enhancement to an advertising campaign booked on relevant SKY channels. Impulse Response I-Ads are designed to be quick and easy for both the advertiser and the viewer
About Interactive TV Advertising
Interactive TV advertising utilises the interactive capability of digital TV in a similar way to the Electronic Programme Guide or booking a Pay Per View movie. Responses generated can be sent via the phone line connected to the SKY box (a set top box return path)
There are two main types now available: Immersive and Impulse Response
Immersive I-Ads act like a dedicated advertiser channel (accessed via a channel number ) where the advertiser can show 24 hour video, graphics, text and audio as an extension to their linear TVC’s and can be integrated into an overall campaign.
Impulse Response are a quick and easy call to action which appear on screen as a graphical overlay to what is being watched. They are accessed by viewers pushing the red button when prompted in the advertisement.