Interactive Ad Scores On Sky

Sky is claiming that a recent interactive advertising campaign for Rimmel was the most successful in its history, with a response rate of 3%.

The campaign, which was designed for Rimmel’s new Exaggerate Hydra Colour Lipstick by BMPtvi, asked viewers to answer a question in return for a lipstick. Over 50,000 lipsticks were sent to viewers which, according to Sky, equates to a response rate of over 3%. The average response rate for an interactive advert is between 1% and 1.5%.

Sky’s interactive advertising controller, Rob Leach, said: “The compelling proposition coupled with the simple execution made this the most effective campaign, in terms of response rates, that has run on Sky Active to date. It’s also good news that Rimmel are happy to share some of their findings as they provide persuasive reasons why companies should consider iTV to gain additional value from a brand campaign.”

A recent survey carried out by BMRB showed that only 12% of digital viewers have ever interacted with an advert and of those that had, over 50% found the information they accessed “very uninteresting” (see Interactive Ads Flop With Digital Viewers). Speaking at the MRG One Day Conference recently, Lucy Shepherd, head of research at CIA UK, said that successful interactive adverts: “Provide viewers with quick and easy access to a range of products, which support high street brands” (see MRG One Day Conference: The Future Of Interactive TV).

BSkyB: 020 7705 3000 www.sky.com

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