Sky Secures Nivea To Use New Interactive Ad Format
Sky Digital has secured Nivea as the first brand to use its new interactive TV advertising format designed to provide a more effective dialogue with consumers.
The ‘impulse response’ campaign, negotiated by Carat, will give viewers the chance to request samples of the new Satin Sheen body moisturiser by pressing the red button on their remote control.
For the first time, viewers who interact with the ad will be offered an incentive to enter their personal details in a series of drop-down menus. Advertisers can use this facility to gauge viewer response rates and build a database of consumer information.
The Nivea campaign, which launches on Monday, is the first to make use of Sky Digital’s new enhanced WTVML technology, which is designed to offer greater flexibility for creative agencies and more opportunities of compatibility between broadcasters.
Robert Leach, head of interactive advertising services at Sky Media, said: “Sky’s new interactive format offers advertisers the chance to enrich their communications with an unprecedented level of dialogue with consumers. The launch of this solution is another milestone in the short history of interactive advertising. Clients, agencies and broadcasters can look forward to significant benefits as a result.”
Keith Rattray, interactive television director at Carat, added: “Interactive TV has already proven to be a potent addition to the suite of communications products available to advertisers. I am confident that Sky’s new solution will drive continued growth in the number of clients who exploit its potential.”
Despite an overwhelming amount of hype surrounding its launch at the end of the nineties, interactive TV advertising has been slow to get off the ground in the UK (see NewsLine Column: A Crucial Year For Interactive TV). However, its recent rise to prominence has prompted Sky and Carat to launch a major research project designed to give advertisers greater insight into interactive television audiences (see Carat And Sky Launch Research Into Interactive Ads).
Earlier this year Interactive Digital Sales increased the size of its sales team and announced plans to dedicate more resources to interactive advertising, following a growth in demand for interactive TV campaigns (see IDS Increases Focus On Interactive Advertising).
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