Agencies set to buy as NTL promotes its interactive services

NTL has unveiled its interactive services to agencies - and is in talks with ITV about screening this new generation of ads on its digital channels.

NTL has unveiled its interactive services to agencies - and is in

talks with ITV about screening this new generation of ads on its digital

channels.



Ford, Kellogg and Orange are all believed to be interested in buying the

first of these interactive ads, following a series of presentations to

their agencies.



NTL is also thought to be in talks with major broadcasters, including

ITV, about screening the interactive ads on their channels.



Once the NTL interactive ads go live, they will offer clients instant

response measurement, the ability to tailor ads based on information

about subscribers, and video-on-demand advertorials.



Currently, consumers can click through to a microsite but cannot gain

full internet access. This means the service is still limited to a

’walled garden’, but NTL plans to roll out full access across its

franchises in the next two to three months.



Andy Crossley, NTL’s market development director for interactive TV,

said: ’It will be a big opportunity for TV channels and broadcast

platforms alike. Clients might start with the banner ad campaign and,

within 18 months, have a click-through option to an interactive

broadcast ad.’



As part of his mission, Crossley is encouraging agencies to be prepared

for the take-up of interactive ads.



’Clients like Unilever and Procter & Gamble are fast thinking and

further ahead in the market than most. They are starting to tuck away

six-month budgets for next year that will be devoted entirely to

interactive trials. Agencies should encourage clients to think about

this,’ he said.