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| Sky to launch ads on demand service |
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| Written by Robert Piercy | ||||||
| Wednesday, 29 April 2009 06:30 | ||||||
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Sky is to launch an on-demand service for advertisements using the green button.
The extra advertisement content will last for anything between 2 minutes and two hours and will include things like extended versions of the existing advert, making-of documentaries and extra content related to a storyline featured in the advert. McMillan Cancer Support, T-Mobile and the films "Ice Age 3" and "Harry Potter and the Half Blood Prince" are the first ads to take advantage of this new functionailty, which had originally been used during trailers for programmes allowing viewers to book programme reminders. Chloe Smith, Sky Media's head of interactive advertising, said "Throughout its history Sky has continually sought to innovate for advertisers and provide them with more choice and greater opportunities in reaching audiences in new and engaging ways. Green Button provides brands with the opportunity to develop high-quality long-form content catering to those audiences who want a closer relationship with particular brands, or who would value access to exclusive content which has been developed or funded by an advertiser. And with the added functionality of Sky+, they can interact with those brands at a time of their choosing."
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