Interactive Super Bowl ads bring on the Bud
Etc.tv-enabled spots on RDS boast new levels of engagement.
Interactive Budweiser Super Bowl commercials airing on CTVglobemedia’s French-language, all-sports network Le Réseau des Sports (RDS) set new records, according to Etc.tv VP and GM Ian MacLean.
Enabled with Etc.tv‘s hyperlinking solution, the broadcast marked the first time that Super Bowl network commercial avails were enabled with the interactive functionality, permitting viewers to hyperlink directly from traditional 30-second network commercials to long-form video content, on demand.
MacLean reports that interaction levels with the Budweiser Super Bowl spots in particular were ‘at a rate five times higher than average campaigns in over two and half years,’ adding that the highest rates of interaction were among those viewing programming in HD.