BIA/Kelsey Case Study Shows BCM's Clickable TV Increases Engagement
with Programming and Ads
Montgomery, Alabama launch unites broadcast and cable, shows high
engagement during interactive programming, 20% click through rate to
Web content
SUMMIT, N.J. (Nov. 29, 2011) – BCM, an interactive TV technology
provider, announces the publication of a case study conducted by BIA/Kelsey: “Interactive
Television Case Study: Broadcast TV Stations and Cable System Partner
to Deploy Interactive Ads and Programs with BCM’s Clickable TV®.” The
case study includes click response data, independent data analyses,
consumer surveys and interviews with broadcast station and cable provider
personnel.
BCM’s Clickable TV is an interactive TV application that runs
on cable set-top boxes, and allows the display of icons showing Clickable
Moments®, or opportunities for the viewer to interact. When the
viewer clicks “OK/Select” on their cable remote control,
they are sent an email with coupons, discounts, special offers or more
information on what they’re watching.
Highlights from the study include:
When programming was enhanced with interactive Clickable Moments®,
the click through rate on surrounding interactive ads increased
20%
of clicks on TV resulted in Web clicks to the programmer or advertiser web
site
Broadcasters and cable providers can successfully collaborate
to deploy a new interactive service that can drive new incremental revenue
streams for both parties
Interactive breaking news showed high
levels of engagement during a local natural disaster emergency
If
the results of this case study were shown to be representative and applied
to a larger market scale, interactive television could have a significant
impact and engage many more viewers
“The continued roll-out of interactive television advertising at the
local level allows advertisers to leverage the top of the sales funnel power
of television, with interactive calls to action at the bottom of the funnel,
in an integrated campaign,” explained Rick Ducey, Chief Strategy Officer
at BIA/Kelsey. “This ties together reach and frequency with accountability
metrics. In situations where local broadcasters and cable operators collaborate,
we see substantial upside potential in ad spending for this category.”
“The opportunity is now clear for broadcasters and cable providers to
work together to engage with viewers and generate additional revenue through
making programming and ads interactive,” said BCM CEO Dan Hassan. “This
case study further backs up what we’ve known all along: interactive TV
works, it provides real value to advertisers, and viewers click.”
About BCM
BCM is the first broadcast technology developer to offer a working, end-to-end
interactive TV solution designed for broadcasters, cable operators and advertisers
and is dedicated to enhancing the television viewing experience by connecting
viewers with products they are interested in and programming they enjoy. To
bring this new experience to viewers, BCM has developed the Clickable TV® interactive
television service which launched for Knology cable TV subscribers in Montgomery,
Alabama in January 2011. For more information on BCM and Clickable TV, please
visit www.bcm.tv and http://www.clickabletv.com/.
BIA/Kelsey advises companies in the local media space through consulting
and valuation services, research, Continuous Advisory Services and
conferences. Since 1983, BIA/Kelsey has been a resource to the media,
mobile advertising, telecommunications, Yellow Pages and electronic
directory markets, as well as to government agencies, law firms and
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