OMDtvi Launches Interactive TV Ad For Barclaycard
OMDtvi has launched its first interactive advert for blue-chip financial group Barclaycard.
The ad, which will be screened on the Sky Digital platform, will allow viewers to access an interactive digital zone specially created to allow users to receive more information about Barclaycard services.
Barclaycard is testing the water with the new advertising campaign and is hoping to ascertain its effectiveness. A spokesperson for Barclaycard told NewsLine: “It is something new and early response is positive.”
The ad also promotes the newly launched Nectar reward programme, which is linked to Barclaycard as well as Debenhams, Sainsbury’s and BP. According to the latest research from Nielsen//NetRatings, the Nectar website is already proving popular and has attracted over 1.84 million visitors in its first month online.
Barclaycard is not the first high-profile advertiser to enter interactive TV advertising. Last year’s OMDtvi advert for Rimmel cosmetics was the most successful interactive ad in history, with a response rate of 3% (see Interactive Ad Scores On Sky). The success of the campaign prompted Rimmel to launch a second digital advert on the Sky Active platform last month (see OMDtvi Gets Interactive With New Rimmel Campaign).
However, according to OMDtvi: “Advertisers will only embrace the interactive opportunity when it is clear that as a channel it provides cost effective results. Agreement needs to be reached about how interactive advertising is measured and costed.”
A recent study by London Business School suggests that interactive advertising has a “high potential” for targeting and for generating a convenient direct response from viewers. It has been shown to boost audience involvement, but has been held back by high perceived costs (see 19% Of UK Adults Have Interactive Digital TV, Says Report).
OMDtvi: 0207 258 4234 www.omdtvi.com
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