Edward Gold, Advertising Director, State FarmInterview with Edward Gold, State Farm, at the ANA TV & Everything Video Forum in NYC. Edward was on a panel called THE PROMISE OF ITV
Interactive television is transforming passive viewing of television ads into engaging, brand-building experiences. ANA and Canoe Ventures have collaborated on research to test the effectiveness of interactive television. ANA members Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm participated and results were promising. Consumer engagement and key brand health metrics--unaided brand recall, purchase intent and likelihood to seek additional information--saw a lift from the insertion of interactive offers. A panel of ANA members and Canoe leadership shared results and future plans with additional perspective on iTV provided by BrightLine, a leader on the strategic application of iTV advertising.