Excite@Home Inc. last week took the wraps off both a new
marketing campaign titled "Think Big" and "Rich Media II," the second
of a two-phase study measuring the effectiveness of broadband advertising.
Highlighting the speed of its broadband service, the
multimedia campaign will run in Dallas/Fort Worth; Phoenix; Portland, Ore.; the San
Francisco Bay area; Seattle and Rhode Island through Sept. 30, said Excite@Home senior
vice president Fred Siegel. Media buys will encompass television, radio, outdoor, print
and direct marketing, he said. The campaign broke in Phoenix early this month.
Using humor and analogies, the campaign aims to emphasize
the company's high-speed capacity and always-on connection.
Earlier last week, Excite@Home released results from its
"Rich Media II" study, co-sponsored by Intel Corp. and involving five
advertisers: Ford Motor Co., Pfizer Corp., Procter & Gamble Co., Showtime Networks
Inc. and Toyota Motor Sales USA's Lexus division. All but Pfizer also participated in the
first study earlier this year.
Although the company said the results varied widely by
client, the two-part study showed that rich media could boost both recall and the
propensity to click.
"Consumers are motivated to interact with
advertisements because they are seeking a value exchange of information, not because of
flashy ads," the company said in a prepared statement.
However, Excite@Home cautioned, "If consumers aren't
able to find information quickly, they leave frustrated and with a negative feeling
towards the brand/product."
Marianne Foley, senior vice president at Ipsos-ASI Inc.,
which conducted the research study, said in a comparison with its narrowband banner
advertising database, "We see a slight edge for rich media in terms of recall and
propensity to click, but the reverse is true for likability." That's because
narrowband advertisers tend to be packaged goods, while broadband's tend to promote
services and high-ticket products.
"When we compare similar categories rich media emerges
with a stronger recall and click advantage, and likeability improves," Foley added.
Each of Excite@Home's five participating advertisers
created three different broadband advertising models: One ad took consumers directly to
the advertiser's Web site (click-to-site); another to a "deeply engaging
microsite" (click-to-microsite); and a third enabled users to interact within the ad
Now that its initial research is done via Ipsos-ASI, the
broadband company said the performance phase of its testing will begin, involving ads that
run live on the @Home service.
Ford's campaign will offer information on its new Focus
line; P&G is promoting its Cover Girl no-smudge mascara with streaming video; and
Pfizer offers senior citizens an enrollment form for its "Pfizer for Living
Program." Lexus enables users to sign up for a test drive and see a 360-degree video
view of its cars, while Showtime's program clips are meant to generate subscriber leads.