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December 5, 2011
Canoe Finds That RFIs Improve Brand Awareness
A white paper released by Canoe Ventures, “Understanding the Brand Efficacy of RFI,” features the aggregate results from a series of brand-research studies accompanying in-market Request for Information (RFI) ITV campaigns that Canoe has enabled. RFI is an in-ad interactive application that gives viewers the chance to request brand and product information, samples or coupons by using their remote controls.
The research confirms RFI is both an effective direct marketing tool and a brand-building mechanism. The presence of RFI positively impacted a variety of key brand metrics among all viewers exposed to it, regardless of whether the viewer interacted with the overlay or not. Brand metrics positively impacted included:
- 26% increase in unaided ad awareness between test and control groups
- 23% increase in unaided brand awareness between test and control groups
- 28% increase in viewer purchase intent between test and control groups
“These findings highlight the efficacy of RFI as a branding tool and provide incremental learning on the impact of advanced television advertising,” said Kathy Timko, chief executive officer of Canoe, in a statement. “With Canoe’s national ITV platform now reaching more than 25 million homes on select networks, and with national advertisers initiating campaigns, the viewer experience is changing. As TV evolves, it’s critical for everyone who does business on television to participate and cultivate learning. Canoe will continue to share insights to support this goal.”
Canoe’s RFI advertising product is now available through a diverse lineup of cable networks including AMC, Bravo, Discovery Channel, E!, History Channel, Style and soon USA Network.
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CABLEFAX MAGAZINE 
