Magazine article Marketing

Sky Director Warns of Interactive Ad Pricing

Magazine article Marketing

Sky Director Warns of Interactive Ad Pricing

Article excerpt

Sky's new sales director Mark Chippendale has called on the TV industry to co-operate over common standards for interactive advertising - or risk the medium becoming too expensive for advertisers.

Currently, interactive advertising - where viewers click on a button during a TV ad and are taken to an advertiser's site - is available via the SkyDigital platform on Sky's channels, on Flextech Telewest channels such as Bravo and joint venture channels such as UK Gold, and on Channel 4. Advertisers can also have interactive sites on the digital cable platforms, although as yet it is not possible to access these from a TV ad.

However, even within the SkyDigital platform, competing technologies exist. For example, advertisers wishing to screen interactive ads on a Sky channel or Flextech Telewest channels only have to buy one 'destination site'. Viewers who click on that advertiser's interactive ad are taken to the same site, regardless of whether they see the ad on a Sky channel or a Flextech Telewest channel.

But advertisers wishing to screen interactive ads on Channel 4 have to buy a separate destination site, which cannot be accessed by viewers on other channels. …

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