"The introduction of interactive elements to traditional above the line television advertising takes the traditional 30 second spot to the next level, not only in terms of creativity agencies can deliver on behalf of their clients, but also in terms of the messaging which can be incorporated into longer segments and as a result the impact this has on end consumers," says Richard Fyffe, MultiChoice's general manager of Interactive.
"Television remains the most powerful advertising medium. Research shows that 74% of adult viewers have an unprompted recall of classic linear television advertising. The addition of interactive elements enhances the traditional media mix by allowing viewers to interact with products at their leisure, while at the same time allowing for more detailed and complex information about the products. Interactive provides the all important richer and deeper brand experience," he says.
And DALs are clearly delivering the results. In its recent birthday campaign, popular consumer brand Jack Daniels saw, "on average 284 000 DStv subscribers interacting with the Jack Daniels DAL 1.3 times. However, what is more interesting is that the average length of time spent interacting with the product was a phenomenal 5.10 minutes - far more than a traditional 30 second commercial spot," says Fyffe.
The Jack Daniels application followed hot on the heels of other successful interactive applications for Toyota, BMW, Audi, and Peugeot . During the month of December, Hugo Boss and Shoprite Checkers were added to the list of interactive applications. "The application is proving so successful that a number of clients, including Toyota and BMW, have returned to the medium more than once. BMW used the interactive solution for the launch of both its X3 and 1 Series models," he says.
For the BMW 1 Series launch about 264000 subscribers spent an average 6.40 minutes interactive with the channel, while the Audi A6 launch in mid October saw an average 130 000 subscribers interact for about 6.13 minutes.
"What is important is that interactive applications will help bring new advertisers to television as organisations which have traditionally relied on direct response methods will be able to introduce measurable and memorable campaigns onto a television format where they will be able to increase awareness as well as the consideration to purchase.
"What is clear is that advertisers are shifting from a quantity to a quality approach in the marketing. This is coupled with a greater emphasis on viewer choice and influence. DALs are without a doubt meeting this need," says Fyffe.
