The Results Are In: Xbox NUads Makes Traditional TV Advertising
More Engaging
REDMOND, Wash., Jan. 7, 2013 /PRNewswire/ -- Microsoft Corp.
today announced the double-digit engagement results of the first
NUads experience, interactive polling, which it rolled out earlier
in the fall of 2012 on Xbox LIVE in the
United States, Canada and
the United Kingdom.
(Logo: http://photos.prnewswire.com/prnh/20000822/MSFTLOGO)
The first wave of NUads was provided by a lineup of top
advertisers, including SUBWAY® Restaurants and Toyota, which on
average saw the following results with their ads on Xbox LIVE:
- Thirty-seven percent of viewers engaged with NUads when
prompted with the option to vote.
- Out of which seventy-one percent voted in the poll.
- Ninety-seven percent of those participants saw their
vote included in the final tally of votes from the consumers who
responded.1
"When we launched NUads, we redefined the 30-second spot," said
Ross Honey, general manager of Xbox
LIVE Entertainment and Advertising. "These results show that NUads
is a real breakthrough in TV advertising, and you can expect more
investment from us when it comes to this new ad format and video
advertising in general."
Although TV has evolved over time, the traditional 30-second TV
spot has largely stayed the same since the 1930s. NUads transforms
TV advertising, delivering what is most scarce to advertisers today
— consumer engagement.
This new ad format was built with the consumer and advertiser in
mind. For consumers, through the power of Kinect for Xbox 360,
NUads enable natural interactivity using the simplicity of a spoken
word or the wave of a hand. For advertisers, implementation is
easy. All they need is a standard TV spot, a question in mind and a
few creative responses, and they can reach active Xbox LIVE members
with their message in participating markets. In addition, the
aggregated poll results provide insights that can help inform
future product developments or ad campaigns.
As part of the initial group of NUads advertisers SUBWAY®
Restaurants and Toyota had this to say about the results:
"Consumers want a relevant and engaging experience when watching
TV," said Dionne Colvin, national
media manager, Toyota Motor Sales, USA, Inc. "NUads was a new format for our
advertising, but we saw an opportunity to try something new, and
the results exceeded our expectations."
"We're thrilled with the results of our first NUads experience,"
said Kathleen Bell, director of
Marketing, SUBWAY® Restaurants in Canada. "We're always looking for new ways to
engage with our fans and deliver a customized experience to them.
Taking part in this exciting program has given us the ability to
further target our audience and get real-time feedback from them
through a new and interactive platform."
More information about how to advertise on Xbox LIVE is
available at http://advertising.microsoft.com/gaming/xbox-live.
About Xbox
Xbox is Microsoft's premier entertainment
service for the TV, phone, PC and tablet. It's home to the best and
broadest games, as well as one of the world's largest libraries of
music, movies, TV and sports. With Kinect, Xbox 360 transformed
gaming and entertainment in the living room with a whole new way to
play games and find entertainment — no controller required. More
information about Xbox can be found online at
http://www.xbox.com.
About Microsoft
Founded in 1975, Microsoft (Nasdaq:
MSFT) is the worldwide leader in software, services and solutions
that help people and businesses realize their full potential.
1 Results based on average of campaigns that ran
during beta period of Sept. 1–Nov. 15, 2012, Microsoft Internal
Research
SOURCE Microsoft Corp.