Microsoft officialy rolle out "NUads on Xbox LIVE," making the new interactive TV ad format available for sale to advertisers broadly. NUads advertisements transform standard 30-second TV spots into engaging and actionable experiences using the power of voice and gesture controls of Kinect for Xbox 360.
"NUads marks the beginning of a new era for TV advertising. It delivers the one thing traditional TV advertising is missing -- engagement," said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising.
"We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-time feedback from audiences, making TV advertising actionable for the first time."
"The first NUads format to roll out offers polling capabilities that allow advertisers to ask a multiple-choice question during the airing of a 30-second spot. Consumers can enter the poll with a simple wave of a hand or a voice command while viewing the commercial," Microsoft said.
"Consumers get a real-time tally of the answers so they can see how other Xbox LIVE subscribers are voting, and advertisers get real-time feedback from consumers to help inform future campaigns."
"Toyota, Unilever and Samsung Mobile USA are the first brands to develop NUads campaigns that will appear on Xbox LIVE this fall," Microsoft posted.
Microsoft released a sneak peek of some of the first NUads that will air on Xbox LIVE this fall:
Toyota's "Reinvented" ad campaign premiered during Super Bowl XLVI, promoting the reinvention of the 2012 Camry. The ad marked Toyota's return to Super Bowl advertising.
Following on from the successful campaign for the launch of Axe Attract for Him and for Her, Axe -- called Lynx in the U.K. -- will be one of the first brands to turn the digital ad into a NUad with Xbox.
The creative centers around a cops-and-robbers setup with the tagline, "Nothing will ever be the same again."
"Using the new format, Lynx will ask the audience if the Lynx Effect should be given to girls. Viewers will have the option of voting "Yes, of course" or "No way" using hand gestures or a simple voice command," Microsoft said.
Microsoft Advertising made available its "Cross Screen Planner" research study that looke into how online and TV complement each other in order to establish a cross media advertising planning system for advertisers and agencies to use.
"Belgium was chosen as a key market to focus the study in. It is a unique country at the centre of Europe, made of two distinct halves each with their own unique TV stations and spoken languages. It is also possibly the toughest market to analyse, as at 98% it has the highest weekly TV viewing in Europe (equal with Italy, EIAA Mediascope). This is coupled with relatively low Internet weekly usage at 69% (The sixth highest in Europe behind Norway 86%, NL 84%, Denmark 84%, Sweden 81% and UK 73%)," Microsoft posted.
"One of the key aims of the study was to look for an optimal balance of TV and online across advertising schedules, and whether it varies across different campaigns and targets. The research found that, for smaller to medium sized campaigns of between 100 gross rating points (GRPs) and 300 GRPs, results are optimised at a ratio of 80% TV and 20% online. As you increase the campaign size above this, for example to 400 or 500 GRPs, the campaigns are optimised earlier, at 75% TV and 25% online," Tim Jones, Insight & Analytics Manager EMEA, Microsoft Advertising stated.
"Further results showed that, when using the Cross Screen Planner, brands would be able to increase the percentage of the target audience covered by their ads, whilst actually cutting their costs on the overall campaign. To put it simply - the research helps brands achieve better results while spending less money," Jones said.
You can find th full study here.