Sky Gets Interactive With Press Red

Sky Active has formed a partnership with Press Red to begin technical trials for online interactive television ads on the Sky digital platform.

The trials are integrating Press Red’s Black Box Designer, which is intended to help facilitate the creation of interactive adverts, into Sky’s interactive broadcast systems.

Toby Ireland, commercial director at Sky Interactive, comments: “We look forward to being able to support tools which will allow agencies to create templated interactive ads (iAds) in house rather than relying on Sky Interactive resource. We are confident that this will further stimulate the growing iAd market by allowing more agencies and advertisers to embrace the huge potential of this medium.”

New forms of marketing are set to become increasingly important to brands in the light of new technology such as TiVo and Replay TV, which allows viewers to filter out adverts. As communication technologies evolve advertising will also need to develop to become more interactive.

Earlier this month interactive solutions constancy, Purple Lizard, launched a similar off-the-shelf application to make it easier for advertisers and TV production companies to create interactive content (see New Technology To Make Interactive Content More Viable).

Interactive agency OMDtvi also recently launched its second campaign for make-up brand Rimmel on Sky Active following the success of the first campaign (see OMDtvi Gets Interactive With New Rimmel Campaign).

Press Red: 08700 136 136 BSkyB: 0207 705 3000 www.sky.com

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