Hier een leuk onderzoek over interactieve tv reclame. Let op wel een simple formulier invullen.
Het gaat hier om reclame via digitale tv. Communicatie via een tv en niet via een monitor. Het is het eerste onderzoek is wat ik ken dat de combinatie interactiviteit en lineaire entertainment (video) omvat.
Dus kijken en klikken, of van kijker naar gebruiker.
Wanneer beginnen wij daar in Nederland nou mee?
Hier de do's: - The Call-To-Action should be clearly visible, ideally with the red button and a 'Press' command. - Plan where to put the Call-To-Action when making the broadcast ad – it shouldn't cover anything or look like it is 'slapped on top'. - Make it clear in the Call-To-Action what the viewer can expect when pressing red – and make sure the content delivers on that promise. - Take the opportunity of using the loading screen as valuable 'interactive real estate'. - The interactive element needs to be a continuation of the broadcast ad in terms of look and feel. - Give your viewers a useful and entertaining experience - in that order. - Do make the interactive content as televisual as possible. - It is still TV.
En de dont's - Don't blend the Call-To-Action into the TV ad to such a degree that it is not noticed at all. - Don't ask viewers what they see as irrelevant questions. - Don't ask viewers to hand over personal information without keeping their control over how and when it will be used. - Don't confuse viewers with inconsistent button colours and directions in navigation. - Don't forget the promise made in the Call-To-Action. - Don't leave viewers feeling let down by the experience
En de conclusies/observaties: - An interactive ad is a linear process of different stages. - Every stage has to work well to avoid viewers dropping out along the way. It doesn't take much to make viewers press 'Back Up' instead of 'Select' to continue. - The CTA is the very important first stage of an interactive ad but often gets forgotten in the planning process until the last minute – remember that a good balance of integrated but visible works best. - Managing expectations in the CTA is the key to a successful interactive ad. Viewers need to know what to expect and these expectations need to be fulfilled later. - To overcome issues of time sensitivity, tell viewers what will happen. For example, write 'Answer 4 short questions to enter the competition' in the first overlay. - To neutralise people’s fear of spam which can inhibit full interaction, make it very clear to the viewers that their data will be used in this instance only and won't be passed on to third parties. - Contrary to industry wisdom, asking more questions does not necessarily have a negative effect on response rates. It is the type of question that makes the difference. - If you have to ask for personal information or telephone numbers, give people a choice in the entry scene text, e.g. 'Enter your phone number OR press Select to continue'. - Give people valuable, informative content. Having responded to an exhortation to press the red button, don't disappoint them with something mildly 'entertaining' but irrelevant to the product or brand.