HPM Online Demo Illustrates How iTV Works - 1349929020
PHOENIX (Oct. 10, 2012) — Higher Power Marketing is based in Arizona, not Missouri, but that hasn’t kept it from taking the “Show Me” approach to one of its most innovative advertising platforms. The cost-per-action (CPA) advertising agency has added a demonstration page to its website to demonstrate interactive television (iTV), a cutting-edge platform that enables advertisers to reach views as they interact with their favorite shows.
At some point during a TV program, viewers hear an announcer offer them an opportunity to weigh in on the day’s topic, and receive some special offers, by calling a toll-free telephone number.
“After they give their opinions,” says HPM Presdient and CEO Peter Feinstein, “they hear something along the lines of, ‘Thanks for voting: Before you hang up, we’d like to play you a couple of exclusive offers available only to viewers of this program.’” If they choose to stay on the line, they will hear up to five offers. HPM gets its clients’ messages into the queue, where they move up or down in the pecking order based upon the responses they generate.
Got that? Well, that’s where the demo comes in handy.
“It allows us to send clients to a place [www.hpowermarketing.com/itv.asp] that lets them see exactly how the platform functions,” Feinstein says. “That paints the picture for them, and they can see if it’s a good fit for them.”
Feinstein says the “Show Me” approach is important to reinforce HPM’s introduction to a platform that has so many moving parts.
“If we go through the process of talking about it and then say, ‘I think you can get a clearer understanding of what I just told you. Just go here,’ they can click on the examples and see almost exactly how this functions,” he says. “Every single time we’ve done that, the person has said, ‘Oh, okay. I kind of understood it. Now I get it.’”
CPA is known by a number of names, including per-inquiry (PI), pay-per-lead (PPL) or direct-response (DR) advertising. Basically, HPM has relationships with media outlets and access to their unsold inventory of ad time or space. It fills voids with its clients’ ads. Clients aren’t billed for the placements; rather they pay based upon the number and/or quality of responses.
“This emphasis on results appeals to clients who care about how well their advertising works, not necessarily when or where it runs, and who want to establish a stable cost per lead within their business plans,” Feinstein says. “The client makes money; the medium makes money; and we make money. Everybody wins.”
Other platforms offered by HPM include: radio, TV, print and mobile.