Sky launched Interactive Advertising in March 2000. Interactive Advertising (iA) puts the power into the hands of the viewer by providing information and content at the touch of the red button. The VAL (Video Advertiser Location) is the latest addition to the iA family, it allows brands to target and engage 'interactors' with up to 12 minutes of rich media content. The VAL provides advertisers with a new world of freedom and flexibility and gives viewers the benefit of fuss-free functionality.

Interactive advertising enables advertisers to initiate a deeper dialogue with their core audiences and make their traditional TV or Sponsorship work harder. It can deliver against a number of different campaign objectives whether that be enhancing a brand, extending a TV ad, giving more information, impulse led purchasing, adding a simple direct response mechanism, building a database, market research etc

Sky can offer a design service however we usually work with external creative agencies that are closer to the brand and tend to push the boundaries of our technology with their creative ideas. Sky are here to help agencies through the entire process from initial ideas through to launch of the application.

The success of the VAL is demonstrated by the roster of brands that have already come on-board. Fox, Cadbury's, Pepsi, Nike, Chrysler, Nintendo, Paramount and a gathering momentum of FMCGs have all realised the benefits and opportunities opened up by the VAL. Please see attachment for case studies and more information.

VAL Benefits: - Large screen video - Quicker loading times - Simple set-up and great for shorter campaigns - Up to 12mins of video content - Lead time reduced to 1 week (from 6-8 weeks) - Option for a further information or data capture screen - Free SkyView measurement - Cheaper, simpler charging (1/3 the cost of a DAL ) - Free 24/7 A-Z Ad Showcase links