The Montgomery, Ala., test unites broadcast and cable, shows high engagement during interactive programming and a 20% click-through rate to Web content.
BCM, an interactive TV technology provider, today announced the publication of a case study conducted by BIA/Kelsey that studied the deployment of an interactive television service in Montgomery, Ala., with two television stations and one of the cable systems serving the market.
Interactive Television Case Study: Broadcast TV Stations and Cable System Partner to Deploy Interactive Ads and Programs with BCM’s Clickable TV includes click response data, independent data analyses, consumer surveys and interviews with broadcast station and cable provider personnel.
BCM’s Clickable TV is an interactive TV application that runs on cable setÃ¢â‚¬Âtop boxes, and allows the display of icons showing “Clickable Moments,” or opportunities for the viewer to interact. When the viewer clicks “OK/Select” on their cable remote control, they are sent an email with coupons, discounts, special offers or more information on what they’re watching. Highlights from the study include:
- When programming was enhanced with interactive Clickable Moments, the click through rate on surrounding interactive ads increased.
- 20% of clicks on TV resulted in Web clicks to the programmer or advertiser website.
- Broadcasters and cable providers can successfully collaborate to deploy a new interactive service that can drive new incremental revenue streams for both parties.
- Interactive breaking news showed high levels of engagement during a local natural disaster emergency.
- If the results of this case study were shown to be representative and applied to a larger market scale, interactive television could have a significant impact and engage many more viewers.
“The continued rollÃ¢â‚¬Âout of interactive television advertising at the local level allows advertisers to leverage the top of the sales funnel power of television, with interactive calls to action at the bottom of the funnel, in an integrated campaign,” explained Rick Ducey, chief strategy officer at BIA/Kelsey. “This ties together reach and frequency with accountability metrics. In situations where local broadcasters and cable operators collaborate, we see substantial upside potential in ad spending for this category.”
“The opportunity is now clear for broadcasters and cable providers to work together to engage with viewers and generate additional revenue through making programming and ads interactive,” said BCM CEO Dan Hassan. “This case study further backs up what we’ve known all along: interactive TV works, it provides real value to advertisers, and viewers click.”