BSkyB's Sky View Audience Measurement Panel Now in Operation
The number of households visiting the DAL during each week of the
campaign.
Frequency of visits to the DAL.
Profile of households interacting.
Breakdown of interactions by daypart and day of the week.
Average time spent in the DAL, with breakdown by profile.
Sky says that, in the next few weeks, it will brief various "key"
advertising agencies on insights it has gained from the Sky View panel.
"Sky View delivers a massive breakthrough for interactive advertising,"
Robin Leach, head of interactive services for Sky's advertising sales
arm, Sky Media, said in a prepared statement. "For the first time clients
will have electronic measurement of how many people pressed the red
button on their ad, rather than just how many go online [i.e. use the
return path in their interactions with the ad]. This is the key part of the
jigsaw that has been missing up until now, particularly for branding
campaigns." In the future, Sky View will also track viewer interactions
with less complex i-ads such as mini-DAL's and template-based i-ads.
In addition, Sky will be able to combine the viewing data generated by
the panel with purchase data gathered by its research partner, TNS, and
with data gathered from use of the Sky credit card (which is designed to
be inserted into the second slot of the Sky digibox), in order to better
understand if and how viewing of interactive TV advertising affects
consumer behavior.
clipped from: www.itvt.com 