First Fully Interactive TV Ad Unveiled

Advertising agency Publicis is claiming to have created the first fully interactive TV ad that allows viewers to alter the content of the commercial within the broadcast stream.

The 60 second ad, which has been created for homeless charity, The Depaul Trust, allows viewers to select a choice of narrative at set points within the commercial by pressing a button on their handset. If viewers choose not to interact with the ad a default route is selected and they are taken through to a branded microsite to receive more information.

A spokeswoman for Publicis said: “At the moment interactive ads are flat and boring, taking viewers away from the programming stream, which is a problem for programme makers, advertisers and viewers. This new commercial represents the next level in interactive advertising and we hope that it will be key in helping advertisers to realise the potential of the medium.”

Last week Sky Active claimed that a recent interactive advertising campaign for Rimmel was the most successful in its history (see Interactive Ad Scores On Sky). The campaign generated a response rate of 3% compared with an average of between 1% and 1.5%.

Publicis: 020 7935 4426 www.publicis.co.uk

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