Sky reveals initial results from Sky View DAL research

Sky has unveiled the first batch of results from its Sky View research into interactive advertising.

The move marks the first time that Sky has provided detailed information from its 20,000-strong Sky View panel on viewers who interact with ads in its dedicated advertiser location format.

The findings revealed that 69 per cent of Sky digital households interacted with their TV in June, while the average reach of the ten ad campaigns included in the study was almost 200,000 households.

Daytime and pre-peak viewing were found to be the optimum periods for inter-acting with ads, and the average time spent in the DAL was 136 seconds.

Rob Leach, Sky's head of interactive services, said: "It will be useful for advertisers to see what time of day viewers watch the campaigns and receive a profile of the viewer. Before Sky View, we didn't know which viewers were pushing the red button."

Leach said the quality of the creative was one of the most important aspects of creating a popular interactive campaign and cited Carlsberg's recent World Cup campaign as a good example.

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