MONTREAL – Interactive Budweiser Super Bowl commercials that aired on Le Réseau des Sports (RDS) – enabled with etc.tv’s hyper-linking solution – set new interactive TV advertising records, according to the Montreal ad agency.
The broadcast marked the first time in history that network commercial avails in the Super Bowl were enabled with interactive functionality permitting viewers to hyperlink directly from traditional 30-second ads on RDS to long form video content, on demand.
Budweiser’s ads in Sunday’s telecast empowered viewers to link directly from network commercial avails directly to a three-minute mini-documentary featuring Budweiser’s U.S. commercials.
“Our data reports levels of interaction with the Budweiser Super Bowl spots at a rate five times higher than average campaigns we have seen going back over two-and-a-half years,” said Ian MacLean, vice-president and general manager of etc.tv, in a release. “And interestingly, the highest rates of interaction were among viewers to RDS programming in high definition. Clearly, viewers want to know more. We are truly excited.”
Etc.tv’s end-to-end advanced television advertising management system leverages the on demand infrastructures of digital television providers to allow interested viewers – through a single click of their digital TV remote – to go from network TV commercials to long-form TV ads of any length. Viewers can opt in to watch the more lengthy content at that moment, or bookmark it for future viewing.
Etc.tv (which calls itself a telescopic advertising service provider) manages all aspects of campaign set up and provides near-real time tracking of campaign performance to its customers.
