Measurable TV

Mass advertising has suffered to some degree over the last few years as marketing communications executives have opted for output-based advertising mediums to at least seem to be measuring something. Thus the rise of the web as an advertising medium. Well TV is fighting back … sort of.

A new iPhone app, IntoNow (recently acquired by Yahoo), can tell if you are tuned into a particular TV commercial and then reward you for the effort. Granted, being tuned in does not imply attention, but it is better than what has gone before, which is simply viewership of the TV show itself, modified by TiVo‘s ability to understand ad skipping.

Anyway, Pepsi is using the IntoNow app to provide a coupon for a free 20oz bottle of Pepsi Max. Will this idea catch on? Don’t know, but it does seem like a good one.


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