SOURCE: Delivery Agent

Delivery Agent

February 26, 2015 09:25 ET

New Study for Delivery Agent Reveals Majority of Connected Consumers Are Interested in Participating in a Variety of Television Commerce Activities

With Nearly 500 Million Connected TV Devices Worldwide, Engagement and Commerce Conducted Through Television Advertising and Programming Poised to Rise

SAN FRANCISCO, CA--(Marketwired - Feb 26, 2015) - Delivery Agent, Inc., the market leader in turning audiences into customers for the world's leading global brands, today released the findings from a study conducted for Delivery Agent by Nielsen. The study revealed notable consumer interest and intent to engage in commerce and associated commerce activities through connected televisions and related devices.

The research underscores the opportunity for TV marketers to increase viewer engagement, generate customer leads, and sell products directly through the largest screen in consumer homes. Of particular interest, a majority of respondents agreed they would be inclined to use their TV remote to interact with products featured in TV commercials and programs. The research also found that consumers ages 18 - 34 had a slightly higher propensity to engage in a variety of television commerce (t-commerce) scenarios, followed closely by respondents ages 35 - 49.

The study also showed how a TV commercial enhanced with an interactive overlay can outperform a traditional, non-interactive version of the same ad. Respondents who were exposed to an interactive version of a commercial were more likely to correctly identify the product featured in the ad (75% who saw the interactive ad versus 57% who saw the non-interactive ad). Further, the interactive version of the commercial proved to be more effective at communicating the product's benefits (42% strongly/somewhat agree among those who saw the interactive ad versus 34% who saw the non-interactive ad) and differentiating the product from other brands (33% strongly/somewhat agree among those who saw the interactive ad versus 26% who saw the non-interactive ad).

The research surveyed 1,623 U.S. adults (18+) who have a TV or other device (video game console, streaming media player, DVR, DVD) connected to the Internet. Consumers were shown both interactive and non-interactive ads.

Findings from the study include:

Interest in Television Commerce Activities While Watching
TV Commercials
% Agree Strongly/Somewhat  
18-34     35-49     50+  
Have a sample of a product automatically mailed to me 70 %   71 %   68 %
Get a coupon sent to my mobile phone or email address 70 %   70 %   60 %
Get more information about a product or service 65 %   63 %   58 %
Vote on whether I like or dislike a commercial 57 %   54 %   54 %
Purchase product or service I'm interested in 56 %   55 %   43 %
                 
                 
Interest in Television Commerce Activities While Watching
TV Programs
% Agree Strongly/Somewhat  
18-34     35-49     50+  
Get a list of products featured in the show 64 %   59 %   46 %
Get information about new products featured in the program 63 %   58 %   52 %
Purchase products I'm interested in that appear in the show 59 %   50 %   37 %
Purchase music featured in show 55 %   43 %   28 %
                 
                 

"The future of successful marketing is deeply linked to a brand's ability to monetize its message and story across all screens -- the television being the newest engagement and transactional screen," said Mike Fitzsimmons, Delivery Agent CEO. "With the technology and consumer interest in place, we'll start to see a profound impact on how marketers and media companies think about marketing through the television."

Reebok and Overstock.com each deployed t-commerce campaigns through Delivery Agent's ShopTV® t-commerce platform. Reebok was the first global athletic brand to embrace t-commerce, shop enabling their national advertising campaign. Overstock.com, ranked 31 on The Internet Retailer 2014 Top 500 Guide®, is the second mass merchant retailer to activate their national ad campaign through Delivery Agent's ShopTV.

"Overstock is known as an early adopter, leveraging technology to advance our relationship with our customers. With the launch of our 'Overstocktober' television campaign we were interested in providing our consumers with a deeper connection to our brand and our products -- something not previously available to a television advertiser," said Overstock.com President Stormy Simon. "Our partnership with Delivery Agent allowed us to add an engagement and transactional layer on top of our existing television creative. The output was a more interactive ad and valuable consumer analytics that are traditionally only available through digital marketing channels."

About Delivery Agent, Inc.
Delivery Agent is the market leader in turning audiences into revenue generating customers for the world's largest brands and media companies. Delivery Agent's proprietary technology allows viewers to engage with and transact directly from advertisements and television shows through web, mobile, and advanced television applications. Currently in market with leading broadcasters, advertisers, MVPDs and smart TV manufacturers, Delivery Agent brings scalability, organization and economic incentive to a disparate ecosystem that has traditionally lacked uniform technical standards and has been challenged by complex rights and revenue sharing issues. The company is deployed and maintains long term partnerships with NBC, FOX, CBS, HBO, Showtime, Pepsi, Visa, Comcast, Cablevision, AT&T, Verizon and Samsung among others. More information about Delivery Agent is available at www.deliveryagent.com and @deliveryagent.

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