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
’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.