Sky and Carat study interactive ads

Sky and Carat study interactive ads

Rattray: "better planning process"

Sky and Carat have launched a major research project into the impact of interactive advertising.

The study into television viewers' attitudes promises to provide both quantitative and qualitative research and comes as another boost for the interactive arena, a week after it was revealed Barb was investigating ways of developing an auditing system for interactive ads.

Sky and Carat said the research would identify which interactive features are most appealing to viewers, providing valuable information to advertisers in an area where there has, so far, been a lack of research.

Keith Rattray, Carat's interactive TV director, said: "The more we know about the viewers we're trying to reach and what turns them on and off, the better the overall communications planning process will become - and interactive messages can be tailored accordingly."

The first part of the study will be a telephone poll conducted by BMRB of a representative sample of 2,000 Sky Digital customers. The results will then be evaluated in depth through focus groups conducted by Carat Insight.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email