Interactive Advertising - VAL:

Interactive Advertising (iA) puts the power into the hands of the viewer by providing information and content at the touch of the red button. The VAL (Video Advertiser Location) is the latest addition to the iA family, it allows brands to target and engage ‘interactors' with up to 12 minutes of rich media content. The VAL provides advertisers with a new world of freedom and flexibility and gives viewers the benefit of fuss-free functionality.

The success of the VAL is demonstrated by the roster of brands that have already come on-board. Fox, Cadbury's, Pepsi, Nike, Chrysler, Nintendo, Paramount and a gathering momentum of FMCGs have all realised the benefits and opportunities opened up by the VAL .

Our learnings from SkyView were the inspiration. From more than 70 campaigns we'd measured (and of course the mere 1000 that we'd run before that), we knew that what viewers wanted was simplicity and instant engagement; what advertisers wanted was a cheaper, quicker way to get longform video to air; and what media agencies wanted was much less time-consuming processes, shorter lead times and flexible pricing for shorter campaigns.

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Carry on reading below or download the full illustrated PDF opposite

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VAL Benefits

• Large screen video
• Quicker loading times
• Simple set-up and great for shorter campaigns
• Up to 12mins of video content
• Lead time reduced to 1 week (from 6-8 weeks)
• Option for a further information or data capture screen
• Free SkyView measurement
• Cheaper, simpler charging (1/3 the cost of a DAL )
• Free 24/7 A-Z Ad Showcase links

 

The Family

The VAL, with its simple video format, compliments the other iA products in the interactive family. The DAL for example (Dedicated Advertiser Location) provides a fully bespoke service where an advertiser can create a whole branded suite of pages, with text, video and imagery. Mini-Dals provide branded response opportunities within a templated format for quicker development; and Impulse Response delivers direct response via an overlay so viewers don't even have to leave their TV programme to respond. Like all our products, the VAL works across Sky, ITV, IDS and Viacom Channels.

Mini Case Studies

Cadbury's Dairy Milk

Towards the end of the campaign, Cadburys wanted to give viewers the opportunity to ‘telescope' from the 10" TV ad to the full, much talked about 90" Gorilla ad.

• 12th - 31st October 2007 (20 days)
• Average dwell time: 2mins 06 secs
• Interactions: 124,200 individuals
• Interactions: 54,000 households
• Click rate 9.59% vs target audience reach

 " It's going to be huge for brands that do something a bit special with advertising rather than the usual 30sec ads. If you have a great ad that people want to see, you can put out the full 90-second copy in a VAL while taking down the TV campaign to a 10" spot, as we did with the Gorilla, which is obviously much easier on the budget."

Christopher Bailes, Starcom

Family Guy

Fox wanted to make it easy for viewers to view more outrageous footage of Family Guy to drive sales of the DVD boxset. The VAL ‘telescoped' from a 20" piece of copy to 6 mins of footage.

• 11th-21st October 2007 (10 days)
• Average dwell time: 5 mins 39 secs
• Interactions: 41,400 households
• Interactions: 18,000 households
• Click rate: 1.32% vs target audience reach

Because of the success of the campaign, Fox used the VAL again to help launch the subsequent Family Guy boxset, this time achieving a record breaking dwell time of 6 mins 41 secs.

" We hadn't done an Interactive campaign before as we didn't need all the features and the cost that came with the DAL. We loved the VAL idea because with Family Guy you can't really get over what it's all about in a 15 or 20 second spot on TV or on an MPU online. The VAL made the red button affordable for us and we're thrilled by the results."

 Simon Carr at Vizeum

Indiana Jones & Kingdom of the Crystal Skull

The VAL gave the chance for viewers to see more Indy. The 30" TV ad acted as a gateway to 8 minutes of extended clips, behind the scenes footage and cast interviews.

• 5th - 18th May 2008 (14 days)
• Average dwell time: 5min 34secs
• Interactions: 60,000 individuals
• Interactio ns 25,000 households
• Click rate 0.82% vs target audience reach

Morrissons

Morrisons wanted to show consumers the origin of locally sourced strawberries, so the 3 minute film extending from a 30" ad did just that.

• 23rd July - 29th July 2008 (7 Days)
• Average dwell time: 1min 36secs
• Interactions: 31,200 individuals
• Interactions: 13,000 households
• Click rate 0.96% vs target audience reach
   

Chrysler Grand Voyager

Gave interactors the chance to see large screen video, showcasing the interior and exterior features of the new car. Extra scenes enabled brochure and test drive requests, as well as further information. 

• 6th April - 4th May 2008 (1 month)
• Average dwell time: 2min 20secs
• Interactions: 88,800 individuals
• 37,000 households
• Click rate 0.96% vs target audience reach

Pepsi Max

Pepsi wanted to engage viewers with more footage of their favourite footballers and insight into how they made the ad. So they ‘telescoped' from their 30" ad to 11 minutes of content.