Sky Expands Interactive Advertising Portfolio
Satellite giant Sky has announced an expansion of its portfolio of interactive channels with advertisers now able to screen interactive campaigns on The History Channel and The Biography Channel.
The channels will be added to Sky’s current line up from this week, offering advertisers the option to offer product information, brochures or sample products to Sky’s audience of seven million households.
Sky Media, which sells commercial airtime on behalf of the two channels, already offers iTV advertising on Sky’s wholly-owned channels including Sky One, Sky News, Sky Sports and Sky Movies. The addition of The History Channel and The Biography Channel will increase the number of potential adult impacts to interactive advertisements.
Car manufacturer Toyota is among the first to take advantage of the new channels’ capabilities, with campaigns for its Avensis and Verso models employing an interactive brochure request feature. Commenting on the new additions to Sky’s offerings Robert Leach, head of interactive services at Sky Media said: “The launch of interactive advertising on The History Channel and Biography Channel is another step forward for this fast-growing medium. By extending the reach of iTV advertising, we can deliver even more cost-effective solutions to clients looking to engage more fully with today’s consumers.”
The move follows Sky’s announcement of a £250,000 jackpot prize to the creators of the most innovative and imaginative interactive advertisements in a move to encourage use of the medium. The promotion, launched earlier this month is dubbed Out of the Box and invites agencies to create advertisements demonstrating the relevance and usefulness of interactive TV spots (see Sky Boosts iTV Advertising With £250k Prize).
Sky: 08702 40 40 40 www.sky.com
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