Sky Plans Purchases Through Interactive Ads

BSkyB is to allow advertisers to sell goods directly to customers through interactive TV advertisements, with viewers able to purchase using a credit or debit card directly via their TV set.

Viewers pressing red during an interactive advert will now be able to leave the broadcast stream and be taken to a specially created dedicated advertiser location (DAL) where credit card information can be verified using the set-top box’s phoneline.

The new technology is being dubbed t-commerce by Sky, and is intended to stimulate advertiser interest in the iTV medium.

Amongst those expected to make use of the new technology are financial service companies, with firms able to sign up new loan and mortgage customers on the spot.

Earlier this year saw interactive specialists Zip TV claim that 30% of potential advertising interactors, dubbed ‘Unimpressed Pragmatists,’ are not pressing the red button because there are too few incentives (see NewsLine).

Sky’s latest iTV technology could remedy the situation, giving advertisers and viewers alike an added reason to use the medium.

Sky: 08702 40 40 40 www.sky.com