Zip Television has teamed up with Tesco and marketing consultancy Dunnhumby to offer advertisers a means of measuring sales uplift generated by interactive television (iTV) advertising campaigns.
To date, most iTV advertisers have only been able to monitor the number of viewers clicking on to the red button and those who have ordered goods, or requested a telephone callback. It has been difficult for advertisers to determine what proportion of any sales increase has been influenced by their iTV advertising.
Zip claims to offer a service that monitors the shopping habits of viewers who have clicked on an interactive ad and also shop using Tesco’s Clubcard, the data for which is managed by Dunnhumby. By working with the marketing consultancy, Zip claims that it will be able to measure any sales uplift generated by these viewers, determine whether the viewers have switched brands, monitor their brand loyalty and compare the brand’s performance with rivals.
Donna Barradale, managing director of Zip Television, says: “Once we have the viewer data we can measure sales performance at product level before, during and after the television campaign airs. This is fundamental for the interactive television industry, as we can now accurately quantify the value of an interactive campaign.”