Since the launch of interactive advertising on Sky digital in March 2000, Sky has carried over 550 campaigns for 200 different brands. As well as developing and enhancing relationships, interactive advertising on average delivers ten times the level of the average direct response television campaign.
Interactive advertising opportunities exist on a wide variety of channels, from those owned by Sky to channels such as ITV, Channel 4 and Five. Potentially, advertisers can now reach more than 20 million adults in over 8 million Sky digital homes. As a result, interactive advertising has never been more cost effective or wide reaching, and advertisers are now better positioned to reach their target audience and increase the effectiveness of their campaign.
Sky attracts the kind of audiences that advertisers want to target. Compared to the average UK viewer, Sky viewers are 30 per cent more likely to be aged 16-34, and 20 per cent more likely to be in the valuable ABC1 social group. Their average household income is more than 20 per cent above the UK average and they have greater purchasing power than non multi-channel viewers.
- 48 percent of Sky digital subscribers have seen an interactive ad
- 37 percent of Sky digital subscribers who have seen an interactive ad have pressed red
(Source: IPSOS/RSL DART, Base Adults 16+ In Sky Digital Homes, June 2004)
Advertisers can buy airtime on any Sky channel to support their interactive campaigns. This will include the on-screen icon (red button) and a pop-up message to prompt a viewer to interact.
More and more programmes are adding an interactive element to enhance show content. Programme sponsors can extend their association in the enhanced area. For example, a DIY company might sponsor a home improvement show. Viewers could press the red button at any time to find out where their nearest store is, request a 20 per cent discount or even watch a fully branded five-minute shoot on how to lay laminate flooring.
- Volvo S40 (DAL)
Research showed that viewers who saw the interactive ad were ten times more likely to buy a Volvo S40 than viewers who saw the linear ad (Continental Research).
View the “Volvo S40” case study
- Honda Accord (DAL)
This ad for Honda shows how interactive TV can extend the power and value of a traditional TV campaign and generate a significant return on investment.
View the “Honda Accord” case study
- Philips Sonicare (mini-DAL)
Reach research suggested that about 500,000 adults clicked through to the interactive site and 35,000 interactive viewers entered a competition to win the product.
View the “Philips Sonicare” case study
“Lower entry costs and greater compatibility between broadcasters are encouraging brands from all sectors to add an extra dimension to their advertisement.”
Robert Leach, Head of Interactive Services, Sky Media
For more information about creating an interactive ad or interactive sponsorship please contact Sky Interactive