Magazine article Marketing

Sky Trumpets Reach of Interactive Advertising

Magazine article Marketing

Sky Trumpets Reach of Interactive Advertising

Article excerpt

Sky will inform major advertisers that more than a third of viewers respond to interactive ads, when it reveals the findings of a survey into the medium later this week.

The digital TV giant believes the figures, to be unveiled at a summit on Thursday, will persuade advertisers present - including Procter & Gamble, Unilever and Gillette - that interactive TV advertising can be effective.

Sky has conducted its most comprehensive study into the nascent medium in conjunction with media agency Carat over the past six months. It believes the findings will persuade a sceptical audience of the branding impact interactive TV can have.

Sky has found that more than a third of viewers in its 6.8 million homes have pressed the red button during an interactive ad in the past year and that awareness of interactive advertising is highest among younger viewers.

About 84% of viewers aged between 15 and 24 said they had seen an interactive TV ad, as opposed to 75% of 25- to 34-year-olds. Among the viewers who had interacted with a commercial, 90% agreed it was an innovative way to advertise and a good way of accessing product information or samples. …

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