Advertisers To Be Able To Measure Interactive Campaigns With Sky

Advertisers will for the first time be able to measure the effectiveness of their interactive campaigns, after Sky announced that it will use its Sky View research panel to release data to advertisers using red-button services.

Advertisers will receive detailed information on the number and profile of people who interact, in addition to the existing data generated by online responses.

Sky View, which BSkyB has invested several millions of pounds in, is a new panel that electronically measures the behaviour of satellite viewers in 20,000 digital satellite households.

Sky says the panel is almost four times larger than any comparable audience panel in the UK, providing more detailed information than is currently available about the viewing habits of digital satellite viewers.

All advertisers using Sky’s DAL format will for no extra charge receive a report on the results of the interactive campaign. They will be able to receive information on the number of households visiting the DAL during each week of the campaign, and the frequency of visits to the DAL, as well as the profile of the households who are interacting and a breakdown of interactions by time of day and day of the week.

Robert Leach, head of Interactive Services at Sky Media, said: “Sky View delivers a massive breakthrough for interactive advertising. For the first time clients will have electronic measurement of how many people pressed the red button on their ad, rather than just how many go on-line. This is the key part of the jigsaw that has been missing up until now, particularly for branding campaigns.”

BSkyB: 0207 705 3000 www.sky.com