ITV Coming on Strong!February 13, 2012
By Bill Duggan, Group EVP, ANA
At this week's ANA TV & Everything Video Forum, separate research from ANA/Forrester and ANA/Canoe Ventures will reaffirm that ITV is coming on strong.
According to the ANA/Forrester work, 24% of marketers are currently experimenting with request for information (RFI) ITV ads and 13% more plan to experiment in the next twelve months.
Meanwhile, for the past year ANA and Canoe Ventures have worked together on a study measuring the effectiveness of ITV with ANA members Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm. The insights were promising as key brand metrics were significantly higher when accompanied by a RFI interactive offer. Metrics included brand recall, likelihood to seek additional information, and likelihood to purchase.
Stayed tuned for the full reports from ANA/Forrester and ANA/Canoe.
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