ITV Expands Interactive Ad Prospects With BSkyB Deal
ITV has signed a deal with BSkyB to launch a range of interactive services and develop interactive advertising on the digital satellite platform.
The deal will see the launch of new interactive applications, which will allow ITV to develop opportunities for revenue and creativity through interactive ads.
According to ITV, the new platform will offer clients new ways to engage with viewers, allowing them to provide more information on products and services, as well as being able to obtain immediate feedback and sales leads.
Mick Desmond, joint managing director of ITV, commented: “As the biggest commercial broadcaster in the interactive TV space ITV will play a key role in the development of the interactive advertising market. With our clients and their agencies we can now focus on taking interactive advertising from experimentation to the mainstream.”
Interactive mechanisms, such as voting and play-along games designed to enhance ITV programming, will also be added to a range of ITV1 shows. These services are being developed with Sky Active, and the first fully interactive ITV1 programme, Who Wants To Be A Millionaire, will launch this Saturday.
The new interactive Millionaire show, which is sponsored by BT, has been developed by Carlton Active and allows viewers to play along with their remote control.
Richard Freudenstein, chief operating officer of BSkyB said: “Sky is delighted to welcome ITV as the latest terrestrial broadcaster to take advantage of the interactivity available on digital satellite. Over 20 channels and 250 advertising campaigns have used this technology so far to enhance their offering, I am sure ITV will benefit from this move.”
Interactive ad agency, OMDtvi, launched its first interactive advert for blue-chip financial group Barclaycard, last year reflecting the belief that traditional advertisers are turning to new forms of advertising to connect with consumers (see OMDtvi Launches Interactive TV Ad For Barclaycard).
ITV: 020 7843 8000 www.itv.com BSkyB: 0207 705 3000 www.sky.com
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