Carlton Active Prepares First ITV Interactive Ad, Looks At A Busy 2001

Carlton Active will this year launch the first interactive adverts to show on ITV. March will see the first showings of two Unilever ads – for Colman’s sauces and Olivio spread – which will include a panel where viewers on digital platforms can click through for offers and product information.

Carlton Active have already been responsible for the first interactive programme on the digital terrestrial platform – ITV’s Baby Baby. An interactive BRIT awards and pre-show programme are now planned for February 26 and 27. Digital viewers will be able to access artist biographies, interviews with the nominees for this year and behind the scenes information, as well as playing games, entering competitions and purchasing CDs and merchandise.

Further plans for the interactive format on ITV this year will see the idea integrated into children’s programming. Interactive programmes and advertising will run across the CITV schedule throughout each week, with interactive programmes which are promised to be educational as well as fun.

Carlton Active launched in May last year with a team of six people developing interactive programming and adverts for the digital platforms. The team has now been expanded to 35, a testament to the growing popularity of the concept. “Interactive TV has to be one of the fastest growing areas in broadcasting today,” confirmed Carlton Active’s chief executive, Jane Marshall.

Carlton Active: 020 7440 3030

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