Online ad technology that allows full-page, animated ads to run on
interactive programming is to launch on Freeserve's interactive TV
portals over the next month.
Freeserve and Tangozebra - the online advertising company that created
the software - are rolling out the new tranzition ad opportunities on
all of the open access TV browsers, including ONnet and Bush TV. Until
now the technology has only been available for use on the web.
Tranzitions afford advertisers larger, more creative solutions than most
other online ad technologies, and are the closest that online ads have
got to TV commercials. They run between web pages and can play audio
files. The ads play automatically as a web user moves from one link to
another. Freeserve is the first media owner to offer the interactive
format to advertisers on the TV.
James Booth, the director at Tangozebra, said: 'This new development
will make it even easier for advertisers to develop truly integrated,
cross-platform advertising campaigns.'
It is not yet known which advertisers will be the first to launch
campaigns on the service using the new technology. Brands to use the
technology on the web so far include Virgin Money, BA, Ford and
Interactive TV advertising usually takes the form of either a broadcast
30-second spot ad with an interactive button which leads the user
through to a microsite, or banners within the interactive TV service