American Airlines - Interactive TV Trial

American Airlines - Interactive TV Trial

American Airlines and its agency Universal McCann earlier this year ran a campaign in the UK called The New American, across connected TVs and Blu-ray players from manufacturers including Samsung, Sony, Panasonic and Toshiba.

The trials are being run by video ad network Rovi to test consumer reaction to campaigns run across the internetconnected TVs and Blu-ray players which are part of Rovi’s network.

Interactive banner ads were placed at selected areas of the TV interface including the entertainment search areas. Viewers that clicked through on the ads were taken through to a branded destination where they could watch video content. The airline has reported a 254 per cent hike in “brand favourability” from viewers exposed to the brand ads versus a nonexposed control group, claiming a 308 per cent lift in viewers’ association with key brand statements. Meanwhile purchase intent was also higher for those exposed the ads, with viewers “four times” more likely to book a flight with the company than the non-exposed groups, according to Rovi.

Commented American Airlines’ marketing director for EMEA Steve Davis: “Consumer entertainment viewing habits are clearly evolving and moving to more platforms and devices. We are pleased to be teaming up with innovators like Rovi to help us use these new consumer touch points to increase brand awareness and a greater understanding of ‘The new American Airlines’ among our key target audiences.”