Carat And Sky Launch Research Into Interactive Ads
Carat and Sky have launched a major research project designed to give advertisers greater insight into interactive television audiences.
The study is being carried out in response to the growing popularity of interactive television advertising, which has been boosted by the increasing reach of interactive platforms and a substantial reduction in the cost of producing interactive ads.
According to Keith Rattray, interactive TV director at Carat, the research will identify which interactive features are most appealing to viewers, providing much needed insight into an area that has been relatively neglected.
He said: “Interactive programming now reaches a quarter of the population, now its important to identify these viewers in order to provide advertisers with a greater understanding of the interactive ad market.”
Recent research from Forester suggests that both consumers and advertisers remain unconvinced of the benefits of interactive advertising. It suggest that interactive television is yet to have the impact envisaged and will generate no more than €18 billion across Europe by 2007 (see Limited Growth Forecast For iDTV).
Rattray concedes that interactive advertising is not suitable for all advertisers, saying: “Ads for cars, financial products and holidays are probably the three most successful genres for interactive advertising, providing consumers with the opportunity to request brochures or enter competitions at the touch of a button.”
The first part of the study will take the form of a telephone poll of a representative sample of 2,000 Sky Digital customers. The results will then be examined in focus groups conducted by Carat Insight.
Earlier this month, Sky Active secured Coca-Cola UK to launch its first ever interactive ad campaign to support its TV and SMS-based “Txt For Music” promotion (see Sky Digital Secures Coca-Cola For First Interactive Ad).
Carat www.carat.com BSkyB: 0207 705 3000 www.sky.com
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