Sky said the cost of red-button campaigns will fall thanks to a 50% reduction in interactive airtime surcharges. The announcement coincides with the launch this week of Thinkbox's interactive TV cost calculator, a tool to simplify the planning and costing of interactive campaigns, with a one-page view for all broadcaster information.
Consumers will also see an improvement in the service, Sky said, with the time it takes for interactive applications to load set to be cut. Other benefits include a streamlined menu plus improved functionality.
Despite investment from the likes of Sky and Virgin Media, interactive advertising has been viewed as less effective and more expensive than other forms of advertising.
However, Chloe Smith, head of interactive advertising at Sky Media, said: "In light of a TV market that's down, I'm really pleased with how interactive advertising has been doing." The latest figures show that 93% of Sky Digital households interact with their TV through the red button, she added.