Skip to main content

Future of Interactive Television Advertising

According to Informitv, at the third Interactive Television Advertising Show in London, Nick Milligan, the managing director of Sky Media, said that television is under threat and the 30 second advertising spot is under more pressure than ever before.

�I have experienced more change in our medium in the last four years than in the previous 25,� he said. �Who would have thought it extraordinary 10 years ago that we would have to defend the medium of television? Clearly it is the most powerful advertising medium.� All the main commercial broadcasters in the UK came together last year in an unprecedented way to create 'Thinkbox', an industry body to market and promote television advertising.

�It is critical that we find ways of enhancing the old interruptive model and interactive advertising is a wonderful way of enhancing advertising efficiency,� declared the man responsible for advertising, sponsorship and interactive advertising across a portfolio of channels on the Sky platform. �We are not interested in cornering the market in interactive advertising, no matter what people may have thought in the past about Sky�s ambitions. I genuinely welcome competition.�

Sky, which has been delivering interactive television adverts for over five years, is now looking to extend its range of interactive services. It currently limits its interactive spots to the last in break and says a large proportion of that inventory is sold. Sky needs to find new models if it is to grow the interactive advertising business.

Sky is looking to broadband and mobile to provide additional video advertising opportunities. The Sky by broadband service, which offers movies and sports clips for download over broadband at no cost to top tier subscribers, has now been equipped to serve adverts. The Sky by mobile service now has over 100,000 subscribers and has streamed over 12 million sessions in a matter of months since it launched.

Popular posts from this blog

Global Rise of Domestic Payment Ecosystems

Alternative Payment Methods (APMs) – comprising digital wallets, instant payments, and QR payment systems – are experiencing explosive growth that's reshaping the global financial services marketplace. According to the latest worldwide market study by ABI Research , the combined global transaction value for APMs is projected to reach $142 trillion by 2030. What's particularly fascinating is the underlying driver behind this trend: a growing desire for financial sovereignty, with nations developing domestic payment ecosystems rather than remaining dependent on international financial networks. Payment Ecosystem Market Development In 2024, approximately 45 percent of the global population used digital wallets – a remarkable adoption rate for a technology that barely existed a decade ago. China leads this transition, with 95 percent of its population using WeChat's payment functionality. WeChat exemplifies the "super app" phenomenon, where payment capabilities are in...