WiO Enables Advertising Behavioral Engagement for Renewal By Andersen®

Today television is fast catching up in terms of addressability and greater measurability but is still lagging in interactivity Many of the best premium digital video streaming and CTV advertising campaigns are still behind in containing interactive elements that make it easy for viewers to behaviorally engageEven further back in time in the late 80s I first met Andrew Pakula He was a successful agency new business exec with major agencies and big ideas and had just invented and launched an interactive kiosk system for airports He was developing concepts and technologies for ad interactivity way ahead of his time I was surprised how easefully he learned to work with and lead technology We together came up with ideas for ads in videogames that are still not yet in practice today We also teamed up with Mike Drexler then running media at Bozell Worldwide to offer a kiosk interactive movie trailer and ticket sales project to Hollywood that five of the seven top studies joined After a stint in assisting Yahoo with its initial ad and sales strategy Andy built a company called Orb which collected far more accountable data than anyone else in the early digital ad business Orb was credited with introducing accountable ROI models to the ad industry when the rest of the industry focused on CPM and CPC models Today Andy has a company called WiO which makes it easy to add interactive engagement to TV media on a mass scale while receiving instant TV data and measurement which has historically been difficult to achieve in the industry WiO can essentially add interactivity to any medium with any ingestion mode including QR Code Text Voice and other new formats that may arise The WiO solution not only includes television but also OOH print and of all things amp8211 direct mail Jack Myers and I both independently decided a few years back to advise WiO and to invest in itToday WiO has already been tested by advertisers who have been happily surprised at the qualities of the experience and the results One such advertiser is Renewal by Andersen of Metro NY The CMO Marie Palumbo kindly agreed to be interviewed about her ongoing experience with using WiOBill Marie thanks for speaking with me Can you describe how WiO works in your use of it amp8211 letamp8217s start with televisionMarie Itamp8217s very simple weamp8217ve added WiOamp8217s QR codes tied to WiOamp8217s superfast and comprehensive back end WiO was able to quickly arrange QR Codes for each media property we advertised onamp160 A viewer who likes what he or she sees and hears about our products in a spot now has an immediate gratification option to use their phone to scan the QR code to whatever the specific offer might be We were then able to track the response from each media property instantlyBill Was it timeconsuming to set upMarie No it was amazingly easy much quicker than what weamp8217re used to when onboarding a new tech vendor in fact almost effortless It had no delaying effect in getting on airBill I take it WiO increased your conversions Anything that makes it almost effortless to respond to an ad must lift outcomesMarie WiO definitely lifted all our KPIs and we are very happy about that That was our main interest in trying it out in the first place However we are equally happy to also be receiving other benefits too that we never expectedBill What were those additional benefitsMarie To us the most important thing is consumer choice We want to provide the consumer with as much choice as possible firstly in our products and secondly in our ad experiences Adding the QR code gives consumers another choice We know from our data that people donamp8217t enjoy using the phone that much nowadays they would rather deal with robots than people people add a frictional element This is maybe sad to say but it is realityBill The social distancing of the pandemic seems to have added to the resistance especially among the younger generations in using the phone call function with people they donamp8217t know Kind of like an increase in agoraphobiaMarie Probably But not only do we find that people appreciate the QR option and use it weamp8217re also finding that offering more choice in the form of multiple QR codes makes our ad experiences more positive for the audience For example in our direct mail weamp8217re finding that offering three QR codes increases responseBill What are the three choices in that instanceMarie Make a call book an appointment themselves without needing to speak to anyone or text usBill How does the product text workMarie WiO created a dynamic text page that required us to have a disclaimer When the viewer scanned the QR Code we were immediately contacted by the viewer which allowed us to get back to the viewer quickly It was fastBill You had mentioned there were more benefits than expected are there any others youamp8217d care to talk aboutMarie The backend is just brilliant the amount of insight and data it provides is far beyond expectations We had always avoided evening dayparts because of the cost but WiO has shown us some dayparts that weamp8217ve moved into with great success The WiO daypart heat map gives us insights into where todayamp8217s business is coming from which we can match up with a ton of other data We can also see where we were getting impressions out of territory WiO also picks up bonus spots which were always hard to track beforeBill Have we covered it all MarieMarie Just one more thing very important worth mentioning The amazing speed of getting insights Learning every day Itamp8217s lifechanging It changes everything to be able to see so quickly what is actually happening especially with our TV campaignsBill Thanks so much MarieMarie Thank you BillI hadnamp8217t wanted to bias Marie by telling her until after the interview that Iamp8217ve also been using WiO in my TV ads for my new scifi novel Pandemonium Live To All Devices The preceding link will show you what the ad looks like with the WiO QR code in it The optional WiO LFrame also provided space in which to prepare the viewer for where to find the free first 50 pages offer when they land at the bookamp8217s Amazon Kindle page The results were definitely boosted way over the normThis article also gives me the opportunity to extend my heartfelt thanks to the New York Interconnect for their tremendous support throughout the campaign They were continuously leveraging their knowhow and vast data resources to find contexts that gave us the most effectiveness I canamp8217t recommend them highly enoughTo circle back to where we started interactivity needs the most work and WiO provides a quick effective affordable and painless solution for TV media that do not yet have enough interactivity built in Give the audience the experience they will enjoy the most and which ultimately enhance the response rate benefit the advertiser the most and provide realtime instant TV data to optimize TV performanceClick 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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WiO Enables Advertising Behavioral Engagement for Renewal By Andersen®

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