Sky Boosts iTV Advertising With £250k Prize
Satellite superpower Sky has announced a £250,000 jackpot to the creators of the most innovative and imaginative interactive advertisements in a move to encourage use of the medium.
The challenge, dubbed Out of the Box, invites agencies to create advertisements demonstrating the relevance and usefulness of interactive TV spots, simultaneously hoping to promote greater understanding of the medium’s potential and advantages to advertisers. Sky also hopes to remove the misconception among many that successful interactive campaigns are based on technology rather than creativity.
The contest carries a deadline for entries of 16 July, agencies may submit one entry per client and will be invited to present their ideas to a panel of judges including senior BSkyB executives.
Sky has been credited with broadcasting the first interactive advertisement on UK national television in March 2000. The company has now broadcast more than 450 interactive campaigns.
Commenting on the drive to increase iTV take-up, Mark Wood, commercial director at Sky Media, said: “As more and more brands turn to iTV to build closer relationships with consumers, Sky is committed to sustaining the momentum behind this fast-growing medium.”
He added: “Engaging the creative sector will be key to realising the full potential of interactivity so we believe Out of the Box is a unique opportunity for agencies to showcase their brand-building skills.”
The move follows a difficult period for Sky, the satellite broadcaster recently reported that subscriber growth had failed to meet expectations, slowing to 66,000 net new subscribers during its third quarter. The figure is below the average of 100,000 a quarter needed if Sky is to meet its target of eight million direct to home (DTH) subscribers by the end of 2005 (see Sky Subscriber Rates Drop But Sky Plus Doing Well).
Sky: 08702 40 40 40 www.sky.com
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