Interactive advertisers reach for Sky

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BSkyB is celebrating a record month for interactive TV advertising campaigns. Forty-five iTV campaigns ran in January, an increase of 40% on the previous high in January 2004.

Sky attracted several new brands to its iTV advertising platform, including Virgin EMI, Hyundai, Grolsch, First Choice and Skoda.

Car firms accounted for a greater volume of interactive campaigns than any other sector, with a total of 15 campaigns by advertisers including Ford, Landrover, Mitsubishi, Volvo, Honda and Peugeot. Travel was the second most active sector, with 11 campaigns from the likes of Disneyland Paris, Sandals and Direct Holidays.

Sky said preliminary figures for February suggested the growth in iTV advertising was set to continue. Robert Leach, Head of Interactive Services at Sky Media, said: "2005 looks set to be another record year for interactive TV advertising.

"Lower entry costs and greater compatibility between broadcasters are encouraging brands from all sectors to add an extra dimension to their advertisements. Just as significant as the increasing volume of campaigns is the growing creative ambition of iTV advertising. Pushing back the creative boundaries of iTV is key to fully exploiting the medium's ability to engage, inform and entertain consumers."

Sky has broadcast more than 500 iTV advertising campaigns since it launched the interactive advertising service in March 2000. According to Continential Research last October, 19% of digital satellite viewers had interacted with an advertisement in the previous 12 months.

Lovelacemedia  |  01.02.2005

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