Green Button 'bookable' promos have been around on Sky for a few years now; they allows viewers, at the touch of a button, to set a reminder to view or record a programme. Sky was convinced that by using the same underlying technology, they could offer a new and exciting opportunity to advertisers and viewers. Green Button Advertising gives the opportunity for viewers to access 'long-form' content from advertisers - to book it, to control it and to own it.

Green Button offers advertisers the chance to cost-effectively broadcast up to 2 hours of content - triggered by 'pressing green' from a traditional spot campaign. Viewers can record or view content to find out more about their favourite brands and products at a time that's convenient to them. Through the Green Button, viewers are offered the opportunity of watching extended versions of ads, finding out more about particular products or services, or accessing behind-the-scenes and exclusive footage.

Green Button advertising is brilliant for those brands wishing to create episodic advertising. Green Button offers cost effectiveness and simplicity: a lower cost of entry than other interactive products; and provision of the content from the advertiser is all that's needed . 4.6 million Sky+ homes, viewers will have the opportunity to have the ad stored on their Sky+ planner for playback at a time of their choosing.

Each piece of advertiser created programming will be made available to Sky homes with standard digi boxes twice a day - viewers will be prompted with an on-screen reminder to watch a selected ad when it becomes available . in Green Button was awarded 'Media Innovation of the Year 2009' by Media Week.