Interactive Digital Sales (IDS) is boosting its sales staff and focusing more resources on interactive television sales after an "explosion" in demand for interactive TV campaigns.
The sales house, which has all of Flextech and UKTV's channels in its portfolio, has made one of its commercial development managers, Mark Connolly, manager of interactive.
Nicola Townsend, joint head of commercial development, said IDS took more interactive revenue in the first two months of this year than in the whole of 2002, and Connolly's appointment signalled the importance of the growing revenue stream.
"It's gathered huge momentum," she said.
Rob Leech, head of interactive sales at Sky, supported IDS's claims about interactive TV. He said January was the busiest month so far for Sky, which ran 56 interactive television campaigns in the first three months of the year, compared with 150 during the whole of 2002.
Connolly will work as a "roving expert" at IDS both internally and externally, educating sales staff and advertisers about the opportunities presented by interactive television.
IDS is taking on 11 new recruits to its overall sales team, including a new commercial development manager, Juliette Sherwood, and four new graduates.
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