Sky is launching Green Button 'Bookable' advertising, allowing viewers to easily watch and access extended ads
Built upon the same underlying technology as the successful Green Button programme reminder service, advertisers will be able to encourage 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 Sky or Sky+HD set-top box. Through the Green Button, viewers will be offered the opportunity of watching extended versions of ads, finding out more about particular products or services, or accessing related behind-the-scenes or exclusive footage. e.g. a behind the scenes "making of" an ad, extended tv ad
A direct response from a Sky Audience choosing to interact with your campaign via the Green Button in order to build awareness and therefore drive sales.
Green Button content can potentially range from 2 minutes to 2 hours and the service even allows for the series-linking of advertising content, for those brands wishing to create episodic advertising. 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 . However, in 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.
The first campaigns to take advantage of Green Button advertising include Sharwood's sauces (Starcom)Sky+HD, Macmillan Cancer Support (PHD), Public Enemies from Universal Films (Mediacom) and Warner Bros for Harry Potter and the Half Blood Prince (PHD). The service is available across 50 channels in the Sky Media portfolio, including all of Sky's wholly owned channels.
Bookable advertising further extends the long-from advertising opportunities offered to advertisers, complimenting 'red button' interactive advertising and pre-roll/post-roll advertising via Sky Anytime 'push' video-on-demand service. This is a new innovative service where the Sky Audience can directly interact with your brand.