Advertising Industry
Industry: Email Alert RSS FeedAllstate tests the limits of iTV; Insurer tries 'serving' ads to VOD audiences much as it would on the web.(News)(video-on-demand)
Advertising Age, September, 2007 by Steinberg, Brian
Byline: BRIAN STEINBERG
bsteinberg@adage.com
What happens to TV ads when consumers start using their remote controls much like they do their keyboards? Allstate is among the marketers eager to find out.
The insurer took part in a test along with Ogilvy North America, aQuantive's Atlas and Charter Communications to see if different ads could be "inserted'' in video-on-demand selections watched by Charter subscribers in the St. Louis area and find out which commercial lengths and creative concepts drove consumers to respond. The ads were of the direct-response variety, said Lisa Cochrane, Allstate's VP-integrated marketing communications, and the marketer used measures such as call-center volume to determine which of the ads, ranging from 15...
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