Sky Introduces Green Button Advertising: Eco-Friendly Ad Solution for Brands
Sky Media has announced the launch of its Green Button advertising service, allowing viewers to watch long-form commercials.
The company says that final testing is in progress, with the service expected to launch in June 2009.
The new service has been developed using the same technology as Sky's Green Button program reminder facility. It allows advertisers to prompt viewers to press the green button on their Sky remote to book longer-form content into their Sky Guide or to record content onto their set-top box.
This more extended form of content, which can be anything from two minutes to two hours, will include extended versions of TV ads, behind-the-scenes footage of creating particular ads, and exclusive content or extras relating to an advertiser's products or services.
Advertiser-created programming will be made available to households with standard Sky boxes twice a day, with viewers being prompted with an on-screen reminder to watch selected ads when they become available. In Sky+ households, meanwhile, viewers will be able to store the ads to protect them when they want.
The first advertisers planning to use Green Button advertising include Warner Brothers for Harry Potter and the Half-Blood Prince, T-Mobile, and Fox’s Ice Age 3.
“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,” said Chloe Smith, head of interactive advertising at Sky Media.
“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 would value access to exclusive content 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.”
Sky Media is the advertising sales arm of Sky, a British media and telecommunications conglomerate that provides television and broadband services in the United Kingdom, Ireland, and other European countries. Sky Media sells advertising opportunities across various platforms, including Sky's TV channels, streaming services, and digital platforms.
Sky Media offers a wide range of advertising solutions, including targeted ads based on user demographics and interests, sponsorship opportunities, and interactive ad formats. The company utilizes advanced technology and data-driven insights to help advertisers create effective campaigns and reach their target audience.
Some of the key features and services provided by Sky Media include:
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AdSmart: A technology that allows advertisers to target their TV ads to specific households based on demographics, interests, and location. This enables brands to deliver more relevant ads to viewers, improving ad engagement and effectiveness.
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Sponsorship and partnerships: Sky Media offers sponsorship opportunities for brands to associate themselves with popular TV shows, channels, or events, increasing brand visibility and awareness.
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Interactive ads: Sky Media provides interactive ad formats that enable viewers to engage with ads using their remote control or other devices, offering a more immersive advertising experience.
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Addressable TV: Sky Media offers addressable TV advertising, which allows advertisers to serve different ads to different viewers watching the same program based on their interests and preferences.
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Cross-platform advertising: Sky Media enables advertisers to create integrated campaigns that reach audiences across multiple platforms, including linear TV, on-demand services, and digital platforms like websites and apps.
Overall, Sky Media plays a significant role in the advertising ecosystem by providing businesses with opportunities to promote their products and services to Sky's vast audience through innovative and targeted advertising solutions.