British Airways has trialled interactive ads with ntl as part of its
rebranding campaign. The airline, which has channels on Telewest, Cable &
Wireless and ntl, is also in discussions about launching a channel on
Last month, Open ran its first interactive TV advertising campaign for
Unilever’s Chicken Tonight brand.
The ntl trial enabled viewers to click on an advert for a BA service, such
as World Offers, and be offered a choice of further email information, a
link through to the BA microsite (www.british-airways.com/ 21stcentury) or
the chance to bookmark the page.
”It wasn’t a live service, but it showed us what we can do with this and
what it would look like,” said Robin Mack, iTV sales and marketing manager
”As soon as the cable operators have the technology to deliver this live,
we will offer it to our customers.”
The airline is also due to launch interactive banner ads on its Cable &
Wireless service in May, which will enable users to click through to the
”BA has been an early adopter of digital TV, and iTV ads - both banner and
real-time - will be the next stage of this,” said Daniel Read, e-commerce
marketing manager at BA.
The trial with ntl is part of BA’s multi-million pound rebranding
campaign, which has changed the airline’s slogan from ”The World’s
Favourite Airline” to ”21st Century Travel”.
Last month, BA launched the UK’s first Superstitial ad campaign with
DoubleClick and Unicast. The ads have so far achieved an actual
clickthrough rate of 20 per cent, which the airline claims is 40 times
that of standard banner ads.