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Using innovative ‘live’ advertising pioneered by ITV to drive viewers to a website

Using innovative ‘live’ advertising pioneered by ITV to drive viewers to a website. Case Study. Background / Issues.

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Using innovative ‘live’ advertising pioneered by ITV to drive viewers to a website

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  1. Using innovative ‘live’ advertising pioneered by ITV to drive viewers to a website Case Study

  2. Background / Issues • Named  "Best No Frills Airline," by the Telegraph Travel Awards for 3 consecutive years, bmibaby (a subsidiary of British Midland Airways) is an established airline delivering a portfolio of services. • The brand wanted to be able to offer potential customers flight availability, new route information and late flight offers at short notice in addition to the radio and press communications already being used. • Website transactions are a key element to keeping their costs down and so explored new, creative and timely ways to make consumers aware of flight information and drive them to the site.

  3. ITV’s Response: Live,ReactiveAdvertising • Flexibility of the format was ideal for bmibaby, enabling them to tailor timely info on latest flight deals to push viewers to purchase from the website. • Premiered in a two week burst on ITV Central, with a specially designed schedule around bmibaby’s existing sponsored break bumpers in Regional Weather, to benefit from the existing branding message. • Rolled out to Wales and Granada regions also. • A new advertising technology developed by ITV where a television ad is edited seconds before transmission to enable the advertiser to highlight up-to-the-minute information on available products or services. Still from a bmibaby live ad

  4. Campaign Effectiveness Research • Survey carried out among 500+ people in the ITV Central region. • Comparisons made between those that had seen the bmibaby advertisements (the test group) and those who had not (the control group). • Identified differences between these two groups in awareness of bmibaby, favourability and propensity to visit the website and use the airline.

  5. bmibaby more top of mind than competitors for those who saw the live adverts Spontaneous awareness of low-cost airlines ranked by % mentioned

  6. Exposure to the ads clearly had an impact! Seen live ad Vs Not see live ad Consideration for future custom 63% vs 51% Ad recall Double that of Easyjet Likeability 64% vs 43% Range of good destinations 70% vs 55% Spontaneous awareness 64% vs 54% Convenient airport locations 64% vs 43%

  7. Summary: New style of ads proved to be highly effective advancement • High levels of ad recall with 60% of respondents remembering the ads • Advertisements had high spontaneous attribution levels to bmibaby – emphasising clarity of the communication method. • Ads have driven the airlines awareness levels, attributes & purchase intention • Strong attribution to ITV & specifically the weather • Clear message communication cut-through: • Flights/flight offers & cheap/no frills airline are the most recalled aspects • Ad recallers specifically attribute bmibaby as flying to a good range of destinations and convenient airports • Bmibaby ads greatly increase the likelihood of respondents claiming they will fly with the airline in the future • Effective method of pushing visitors to the website, which is the primary transaction tool

  8. Positive Feedback • Format being considered for 2008 marketing mix • ITV to explore bringing reactive ads to life across other platforms for bmibaby • Competitor airlines now very interested in this reactive ad technology

  9. Testimonial “We are delighted that the new ITV technology allowed us to react quickly to our commercial requirements, which in a fast paced environment is key.” David Hodge – Marketing Director

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