You can now add a transactional interactive element to a TV campaign that allows a viewer to purchase straight from an ad.
A recently launched new interactive site with transactional capabilities allows the viewer to purchase a product straight from the screen in real time. Meaning that data responses can be sent directly to an online system provided by the advertiser. Many advertisers believe that the ability to transact will be key for impulse purchases such as CD’s, DVD’s, part works, magazine subs or donations at key times of the year or for necessities such as Hoover bags, ironing board covers etc. However, it's not solely about purchase, it can also be used for further info, quotes etc
To drive direct sales, to bring web functionality to TV, to add a personalised information service or a web style 'look up' to a TV campaign.
We overlay your TV ads with the call to action red button and build you a site that sits behind that ad. The site is templated and should be designed by the creative agency. With the help of your web technicians Sky can integrate an interactive site into an advertisers web backend so that they may carry out transactions or information transfers. On pressing red the viewer will have the chance to enter their payment details or criteria for a detailed search via their remote control.
Interactive advertising has been enabled for 5 yrs on Sky Digital now and over 700 campaigns have utilised it in one way or another with positive results. This is a new development so we don’t have any specific case histories yet.
Interactive advertising can increase ROI by adding an additional and convenient response mechanism at relatively little additional investment over and above a TV campaign. It is also incredibly measurable and accountable - we know which spot generates every response! After the campaign we will provide a detailed campaign analysis which looks at cost per response and response rate by channel, day part, day of week, time length etc. We also always hear from clients that the red button does not cannibalise phone responses, in fact in most cases it increases them.