Canoe Ventures preps for polling, trivia product launches
After getting out of the gates last year with its EBIF-based request for information (RFI) product launch, Canoe Ventures will release polling and trivia applications later this year.
David Grabert, Canoe Ventures' vice president of marketing communications, said last week at The Cable Show that the polling and trivia products, which can include branding, bring a deeper level of interactivity to TV viewing.
"We're real excited about this," Grabert said. "We think networks will respond to this in-program interactivity."
With the brand-sponsored polling and trivia products, networks can engage viewers with real-time results that are related to the shows they're watching.
A viewer could answer a trivia question on World War II on the History Channel and then see the results and a running score of the correct answers. The polling feature allows viewers to express a thought opinion prior to a commercial break and then see how that opinion faired when compared with other viewers once the results are presented after the commercials have aired.
The bottom line with both is to get viewers to interact with their TVs, which also resonates with advertisers' products. According to a Canoe Ventures study from last year, in-program sponsored interactivity can increase unaided brand recall by up to 167 percent and intent to purchase by up to 40 percent.
What a difference a year can make. At last year's Cable Show in Los Angeles, Canoe Ventures manned a spot over in the CableNet section; this year, the MSO-backed advanced advertising entity had a full-blown booth at McCormick Place.
At The Cable Show in Chicago, Canoe Ventures' employees were also speaking to networks about the company's RFI campaign that is currently available in 20 million EBIF-enabled households.
Canoe Ventures is backed by the nation's six largest MSOs: Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision and Bright House Networks.
Canoe Ventures also promoted a new branding effort called "ExpandTV" at The Cable Show.