ITV To Boost Interactive Advertising Quota
ITV has joined forces with interactive television specialists, pushbutton TV to step up the amount of interactive advertising offered on their channels.
The recent success of interactive ads on The X Factor, Hells Kitchen and I’m A Celebrity…Get Me Out Of Here! has helped advertisers to see the power that interactive broadcasting can offer.
ITV started to offer interactive advertising in autumn 2003, but now has committed its self to creating five campaign mock ups each month to demonstrate the power of interactive advertising to key clients and give the medium a boost.
Peter Birch, head of interactive sales at ITV said: “Most advertisers are discussing interactive campaigns but some still need to visualise it for themselves so they can relate it to their specific marketing objectives. If you can actually show brand managers and agency staff what happens when you press the red button in a broadcast ad, as opposed to merely describing it, you quickly cut through to a new level of understanding and focus for discussion.”
Paula Byrne, managing director of pushbutton TV added: “We are delighted to be working in hand with the UK’s leading commercial broadcaster to evangelise the benefits of interactive marketing on television. Having pioneered interactive advertising at Sky five years ago, the pushbutton team is well qualified to help ITV move the boundaries of the possible in interactive advertising on television now, and into the future.”
The new services tie in with ITVi 24:7, the broadcaster’s recently created 24-hour interactive portal which was built and designed by Pushbutton TV. The service carries a range of services on both ITV1 and ITV2. Amongst the content available to viewers is gaming and gambling services from Littlewoods, comprising jackpot games based around primetime ITV programming, as well as interactive scratch cards, slot machines and pay-to-play fixed odds games (see ITV Boosts Interactive To Run Services Non-Stop).
ITV: 020 7843 8000 www.itv.com
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