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Five Interactive - How it could work for your brand.

Provided by Five
Deepen your brand experience and generate new sales using interactive TV on Five!

Tell us about the Opportunity / What is it?

Five interactive comprises of Red button advertising, enhanced TV and interactive advertsing. This digital technology opens up many opportunities to reach an audience of nearly 25 million homes who can communicate through their television set. Your brand ads can have added interactive features, such as requests for brochures, the offer of product samples, or simply imparting further product knowledge. Interactive TV can help to deepen the brand experience in a contemporary manner and generate extra sales at the same time.

What is the Marketing Objective?

Direct response, gain trial.

How does it work?

When using enhanced TV, key programming will have a bespoke ISM (Interactive Service Menu) offering the broadcaster the capability of enhancing the viewing experience by using the following applications: competitions, voting, programme information, messaging comments.These elements can all be promoted in the body of the relevant programme. The same ISM principle would be used with interactive advertising and via the presence of the red button in an advert.

Who's used it in the past?

Five have delivered over 50 campaigns up to March 2005, including advertisers such as; COI, Honda, Adidas, Warner Bros, Orange, Tesco, Citroen, Grolsch, Ford, Peugeot, Haze, Virgin Mobile.

Features / Benefits

Digital technology is currently installed in 46% of UK homes with the number predicted to be over 50% during the course of the coming year; in 2005 industry sources are predicting there to be in excess of 220 interactive advertising campaigns. Our research also tells us that 18% of digital viewers have interacted with an advertisement. As well as generating new sales, using interactive TV also offers the potential to gather information and data on potential new customers.

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