BIB paves the way for interactive TV ad sites

The digital satellite TV platform that launches next year will offer advertisers the opportunity to combine on-screen advertising with interactive commercial messages, British Interactive Broadcasting revealed this week.

The digital satellite TV platform that launches next year will

offer advertisers the opportunity to combine on-screen advertising with

interactive commercial messages, British Interactive Broadcasting

revealed this week.



BIB, the joint venture between BSkyB, BT, Midland Bank and Matsushita

Electric, is preparing a package of advertising opportunities which will

enable advertisers to have a two-way dialogue with consumers.



Chris Townsend, a marketer from BSkyB, has been appointed the first

commercial director of BIB, and is working with Sky’s sales team on how

to deliver this interactive revolution to advertisers.



Once BIB starts next summer, advertisers on Sky’s digital TV channels

will be able to draw viewers into a number of extra interactive ad

sites.



’We’re aiming to provide advertisers with the facility to add an

interactive tag to their ads on digital TV,’ Townsend explained.



The tag will take viewers to an interactive menu where they will be able

to order a brochure, for example, or request a personal response from

the manufacturer. BIB will be able to collate the names and addresses of

respondents and pass them on to advertisers.



Advertisers will also be able to take a content provider site on the BIB

platform, which could carry more information about the product or

service, an electronic brochure, or a 30-minute advertorial.



’It’s like taking what companies are already doing on the Internet and

taking it on a few stages further and into the homes through the TV

set,’ Townsend added.



BIB will be able to help advertisers design their menus or interactive

services and is also hoping to use the facility to tap into the direct

response industry, bringing in new advertisers who have previously not

been able to afford traditional TV advertising.



The advertising opportunities will be sold by Sky TV’s sales team.

Townsend said the initiative would be attractive to advertisers that

wanted to develop a one-to-one relationship with consumers.



Live issue, page 18.