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Inside Interactive TV
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Not only do the red and green buttons on our TV remotes present a wonderful opportunity to be much more creative in the delivery of brand narratives, but with precise measurement tools such as SkyView, they also allows for great accountability. Here’s the top line on what interactive TV can do for advertisers, plus some of the numbers. -
The most widely used form of interactive TV advertising is when advertisers add interactivity to a spot campaign. Here you can explore current interactive spot advertising products through the campaign objectives they best serve, and also link through to examples and appropriate case studies. -
Green Button, or “bookable” advertising further extends the long-form advertising opportunities offered to advertisers, complementing ‘red button' interactive advertising, web TV and on-demand ad formats. But what is Green Button Advertising? Which brands are getting involved, what do people make of it, and how does it differ from red button interactivity? You can read all about it here, and also take a look at some Green Button video “walk-throughs”. -
Digital platforms allow brands to get more out of their TV sponsorship by utilising extra content behind the broadcast stream and increasing brand engagement amongst viewers. From additional sponsored programme content to brand content,games and competitions, there are plenty of options for advertisers. Here’s an overview for you. -
TV companies are also providing permanent destinations for great interactive content. These Interactive or enhanced channels enable consumers to press red whatever the time of day to gain access to interactive programming and exclusive content. These channels are opening up new interactive opportunities for advertisers around the clock. -
VOD (Video on demand), selected via the EPG and watched on the nice big telly in the sitting room forms a further opportunity for advertisers, as viewers seek out more of the programmes they want to watch. This a world of pre and post rolls, of Sky+ boxes and what is called “push VOD”. Here’s the top line on what’s going on in this space at the moment. -
This article throws a spotlight on the people who interact with TV ads and explores the issues planners and brands need to address to engage them effectively in this space. You can find out what the research is telling us and what the planners and interactive experts think right here. -
We've put together this easy-to-use online calculator to help agencies and clients navigate the costing of interactive advertising campaigns. This unique media planning tool provides a one-stop-shop for estimating the costs of interactive TV advertising campaigns on digital satellite and digital terrestrial platforms.
Useful Tools
Interactive TV
Interactive advertising is increasingly being used to deliver long-form brand engagement through the TV. Here you can find out what IA can do for you and browse some inspiring practical advice as to how to make you campaigns engaging and effective.
Associated content
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Because of the distribution potential of mechanisms like viral email, and sites like YouTube, creative agencies have begun to create much broader suites of content as part of the main campaign. When the potential of red button advertising is now raised by the media agencies, it turns out that there is a huge amount of content to play with. In this article, Decipher’s Nigel Walley talks about the best ways to get this good stuff in front of consumers; audience flow and the power of immediacy. You can read more from Nigel right here. -
A distillation of what we know, in the form of a 'top ten tips' to help you make the very most of this engaging medium. -
If you’d like to see for yourself what happens when you press red, you can experience it online using our interactive television emulator. You can try out different creative treatments and delivery mechanics from DSAT and DTT interactive treatments to Sky Anytime on-demand services and VALs. Have a play.