Results For First Freeview Interactive Ad

The first interactive ad campaign to be launched across Freeview has had 9-10% of viewers pressing their red buttons, reveal newly released figures from ITV.

The T-Mobile ad, the first from ITV and Emuse’s interactive ad initiative, has allowed advertisers to target the seven million Freeview households in addition to the digital satellite homes where the service was already available. The interactive ad initiative, launched in April, is a five-year deal with the aim of delivering integrated interactive campaigns across all digital television platforms.

The advertisement for T-Mobile is part of a £10 million campaign, planned and brought by Mediacom, across TV, radio, print, online, outdoor and cinema.

Rhys McLachlan, of Mediacom, said: “The development of DTT interactivity has, at a single stroke, nearly doubled the market size. There are now more interactive homes than non-interactive homes, which is fantastic news for this medium.”

ITV: 020 7843 8000 www.itv.com

Emuse: www.emusetechnologies.com