ICA for TV
It is well known that many audiences have developed a blind spot for advertising. Whether that be channel hopping, leaving the room, or just being defensive to advertising messages, leading to audiences that are not as engaged during ad-breaks as they are during the content.
To counter this Whisper has developed ICA – placing brand messaging inside a content which enhances all media/research metrics. Featuers that make it path breaking-
Timeline
Brands can buy into a program on their own campaign timelines and not those of production companies. Plus, they can amortise their spend across multiple programs, channels and broadcasters.
Editorial Integrity
Producers and editors can create great programs and not be unduly influenced by the brand.
Audience Fragmentation
As audiences start to consume programs through different channels (terrestrial, digital, catch up, streaming, mobile, piracy) a single investment by the brand can sweep up all audiences rather than having to purchase media multiple times across multiple channels.
Measurement
Using world renowned research and measurement businesses and integrating Whisper World’s output with ratings systems mean that campaign effectiveness are proven on each and every execution.