Evoice Interactive Audio Ads Deliver Impressive Early Results For Procter & Gamble's Pringles Brand
Phase One of Two-Part Study Shows Pringles Advertisements Achieve
Click-Through Rates as High as 11.39%
MENLO PARK, CA-September 12, 2000 — eVoice Inc.™, the leading provider of internet-enabled voicemail services to consumers, today announced that its i-audio advertisement, the first interactive audio advertising format, received outstanding results for Pringles®, America's favorite potato crisp. The research has been conducted in 26 markets across the U.S. and analyzed by Next Century Media (NCM), a third party research firm. Initial results from the two-part study cited click-through rates as high as 11.39%, supporting the effectiveness of interactive audio advertisements as a means to deliver superior results. The outcome from the second portion of the study will be announced in October.
eVoice i-audio advertisements are a new form of 1:1 marketing, in which subscribers hear one 15 second ad after logging into their voicemail accounts. eVoice advertising partners can select precisely which demographic segment is reached (by age, gender and geographic location), and choose daypart targeting. Using eVoice, Pringles targeted its advertisements at four demographic groups in 26 markets across the United States. The i-audio ads promoted Pringles sponsorship of the SFX summer concert series, a series of outdoor concerts taking place in each of the 26 markets. Those interested in learning more about a concert in their respective area were prompted to click through by pressing 8 to receive an opt-in email from the advertiser.
"Pringles is always looking for creative ways to engage its consumers and meet them where they live, work and play," said Vivienne Long, Pringles brand manager. "eVoice offers the capacity to precisely reach our target, and therefore target promotions and reach our consumers directly."
"The telephone creates an intimate connection for the i-audio ad," said Bill Harvey, CEO of Next Century Media. "And then the single, uncluttered i-audio ad reaches people who are getting their attention ready to hear their voicemail messages. Probably as a result of these factors, the click-through results these ads have delivered average more than ten times the 0.32% average click-through rate for the internet."
The two-part study was designed to evaluate the direct marketing measures (including click through rates and ticket sales) and indirect communications measures (including the change in awareness of Pringles advertising, purchase intent, changes in the perception of the brand and more). Results of the direct measures yielded impressive results, with click-through rates from 7.27%, reaching as high as 11.39% among certain demographically defined groups in targeted age categories. The indirect measures will be evaluated in Phase 2 of the study.
P&G's success in testing this new interactive advertising format for its Pringles brand and increasing interest from the advertising community are indicative of future success for i-audio advertisement," said Jonathan Fram, CEO of eVoice. "Furthermore, the double-digit click-through rates that these i-audio ads have registered are powerful evidence to the effectiveness of the medium."
eVoice, Inc., based in Menlo Park, CA, is the leading provider of Internet-enabled voicemail services for consumers. Launched on May 2, 2000, eVoice is the first and only service available nationwide that can answer home and small business phones. eVoice's national network is built on the firm's patent-pending IP technology and is designed to be feature-rich and extremely scalable. eVoice.com was the number one telecommunications Web site in the month of June 2000, according to measurement company Media Metrix. Founded in 1998, eVoice has raised $50 million in venture funding from idealab!, Nokia Venture Partners, Worldview Technology Partners and Oak Investment Partners. To subscribe to eVoice, visit our website at www.evoice.com or call 1-800-GET-EVOICE (1-800-438-3864).
Sold in more than 75 countries, the Pringles line, which includes original, Fat Free Pringles, Right Crisps with one third the fat of regular Pringles, Pringles with Ridges, each in a variety of flavors, are the number one selling potato crisps in the world. Procter & Gamble, based in Cincinnati, Ohio, markets more than 300 brands to nearly 5 billion people in more than 140 countries, including Pringles, Tide* and Crest*. P&G holds more patents in food technology than any other U.S. food company and had worldwide sales of $40 billion for the fiscal year ended June 30, 2000.