Sky Media Zips Up Interactive Advertising Deal
Sky has become the latest broadcaster to sign a deal with Zip TV in a move that brings together two of the biggest players in interactive advertising.
The deal will allow viewers of Sky’s range of digital television channels to access interactive advertising campaigns using technology and bandwidth from Zip TV consortium, which includes Honda, COI, Procter & Gamble and Unilever.
Advertisers wishing to use the latest interactive technology in their campaigns will now be able to choose between Sky’s proprietary interactive technology or Zip Television’s systems which enable cross-network campaigns to be managed centrally.
The agreement with Sky Media brings the satellite broadcaster into line with Channel 4, Five and the IDS managed UKTV and Flextech Channels, which have all signed with the interactive advertising consortium.
Robert Leach, head of interactive services at Sky Media, welcomed the agreement stating: “Sky Media’s commitment to supporting the growth of iTV advertising means that we welcome the emergence of alternative service providers. We believe that increased choice will act as a stimulus to further strong growth and will encourage even more clients to enhance their campaigns with immersive interactive experiences.”
Sky has already delivered over 500 interactive campaigns since it launched the UK’s first iTV campaign in March 2000. Satellite viewers are becoming more comfortable and familiar with red button services, making the move an important one for Zip Television.
Donna Barradale, joint managing partner at Zip Television, stated: “Zip and Sky share the same goal of demonstrating the effectiveness of iTV and encouraging more advertisers to use the medium as part of their advertising mix. We can now run campaigns across four broadcasters channels, offering even greater coverage of digital satellite audiences.”
The growth of interactive TV has been boosted by several key developments in recent months. The BBC recently reported massive audiences for its interactive coverage of the Olympic Games, drawing nearly nine million digital satellite viewers to its services to achieve the highest reaching service since Wimbledon 2004 (see Interactive Olympics Draws Millions To BBC).
Sky: 08702 40 40 40 www.sky.com Zip TV: 0207 101 7360 www.ziptelevision.com
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