BT has announced the companies who are to advertise on its interactive trial; these include Halifax, Pepsi, Nescafe Gold Blend, Tango and Apple Computers. There are also many backers of the trial; these include WHSmith, Selfridges, Nintendo and the BBC. Recruited customers will be able to access the interactive advertisements through the “Adland” section of the system. Tim Patten, head of interactive advertising development at BT said “Customers would be very disappointed if they made there way through the system only to be offered a regular TV execution. Interactivity calls for relevent and interesting ideas, possibly coupled with promotions.”
He stressed that BT Interactive was still in the early stages and the trial is a learning process. Adland will be one of nine sections in the interactive trial. TV programmes movies and games will also be provided along with home shopping.
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