Interactive ads soar on Sky

Sky Media has revealed the past four weeks have seen a record number of campaigns booked using interactive technology.

The 40% year on year increase was established after a raft of new advertisers – such as Virgin EMI, First Choice, Grolsch, Ebookers and Skoda – launched interactive campaigns on the Sky platform.

Sky claimed the outlook for iTV campaigns during 2005 looked set to continue its rapid growth, with bookings for February up 30% year on year.

The motoring sector made up the majority of clients during January as Ford, Landrover, Mitsubishi, Volvo, Honda and Peugeot all booking campaigns.

Robert Leach, head of interactive services at Sky Media, said: "Lower entry costs and greater compatibility between broadcasters are encouraging brands from all sectors to add an extra dimension to their advertisements.

"Just as significant as the increasing volume of campaigns is the growing creative ambition of iTV advertising.

“Pushing back the creative boundaries of iTV is key to fully exploiting the medium's ability to engage, inform and entertain consumers."

By Kevin May

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