WiOffer’s Split-Screen Interactive Linear TV Ad Play in Test with ABC’s KGO-TV

Andrew Pakula and WiOffer the advertising technology venture he39s organized are giving their response to that question a trial run right now Viewers of KGOTV ABCTV39s ownedandoperated station in San Francisco can catch a campaign from replacement windows dealer Renewals by Andersen during local newscasts using a splitscreen format inspired by broadcast network coverage of weekend afternoon golf and other live sportsquotIt39s a solution we created for TV advertisers that allows them to create engagementquot Pakula former cochairperson of Bozell39s interactive group explains quotWe39re able to track that engagement right through to the attribution and provide instant data for those TV advertisersquotOn an increasing basis golf tournaments running on CBS and NBC are taking quotplaying throughquot breaks where commercials play on one side of the screen while live action continues on the other side often with leaderboards below the live action For WiOffer39s splitscreen format there39s no live action running alongside Renewals by Anderson39s message Instead their local news spot occupies most of the screen with a colored frame surrounding the ad The interactive information is embedded in a QR Code square on the lower righthand corner of the screen with the company39s logo placed on the upper righthand corner If the viewer wants to grab the information an offer in this casethey focus their smartphone camera app on the square or they can text a fivedigit number running at the bottom of the screenAs soon as that action happens WiOffer39s technology delivers the details directly to an advertiser quotThis is all tied to a very robust backend system that tracks instantly what the engagement isquot Pakula says quotBeyond that we can follow through to the attribution whether the viewer makes a phone calls goes to a Web site downloads a PDF file That enables the client to actually see instant engagement and attribution without having to wait for the data to come back later through different vendorsquotFinding a way to make interactive advertising work on TV has been Pakula39s quest from his time at Bozell onward A pair of trends convinced him to establish the model WiOffer operates on now One was the quick adoption of ecommerce through smartphones the other was splitscreen commercial breaks on golf and other broadcast sports coveragequotThere39s got to be a way to take that smartphone because it39s in people39s hands all day long especially when they39re watching TV and get them to interactquot he goes on quotWe looked at a bunch of different technologies and we came up with this one which we believe is right now the best solution a marketer can usequotBy using splitscreen advertisers can relax and not worry about anyone messing around with the content of their message a constant source of feedback to Pakula when discussing interactive approaches quotOur template wraps up the advertiser39s commercial quothe explains quotYou get the engagement capability without interfering with the commercial and still give that commercial the presence it needs in front of the audience to get their message acrossquotIf an advertiser wants to enhance the spot on their own they can do so using space between their logo and the QR Code squareSeveral clients ran tests of WiOffer39s process prior to the coronavirus pandemic outbreak last year According to Pakula the process works no matter where the advertising runs linear broadcast stations and networks local and national cable avails multicast channels and placement on programming services distributed through smart TV products With early reaction to the KGO newscast campaign positive a number of sponsors are in line to launch similar interactive campaigns during the rest of 2021As a fastgrowing number of smart TV sets and devices deploy Alexa Siri Google Assistant and other voice capabilities powered by artificial intelligence Pakula says WiOffer is currently developing the technology viewers will incorporate interactivity via voice activation While WiOffer is capable of handling data traffic initiated through a smart TV product that river will take a while to be crossedquotThe system is built to handle multiple ingestion pointsquot he adds quotWe39re trying to go after what people are using on a mass scale today It39s all bells and whistles with everything else and it39s going to take a little while to get there The reality is you have to get voice response into the hands of a mass audience something they use on a daily basisquotClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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WiOffer’s Split-Screen Interactive Linear TV Ad Play in Test with ABC’s KGO-TV

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Simon Applebaum

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WiOffer’s Split-Screen Interactive Linear TV Ad Play in Test with ABC’s KGO-TV

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