Sky Media has revealed that a record 45 interactive TV campaigns launched on Sky in January 2005, 40% up on its previous high last year.
New brands using iTV for the first time included Virgin EMI, which launched a campaign for the Chemical Brothers' new album 'Push the Button'.
Other first-time iTV advertisers included Hyundai, Grolsch, First Choice, Suzuki, American Tourism, Optical Express, Ebookers and Skoda.
The automotive industry accounted for the greatest volume of iTV campaigns than any other sector, with a total of 15 campaigns. The second highest sector was travel, which accounted for 11 campaigns as Disneyland Paris, Sandals and Direct Holidays took advantage of iTV's brochure request service. Preliminary figures for February 2005 reveal iTV advertising is up 30% on the same month last year.
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."
Why this news is important is that the 50+ are very important customers for cars and travel. What’s the betting that not too much thought was given to this group by the agencies building the interactive ads? Virtually no thought is given when building web sites so why should iTV be any different? Dick Stroud www.20plus30.com
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