Sky broadens interactive appeal for advertisers

Advertisers on Sky's wholly owned channels will now have a choice between alternative iTV solutions from Sky Interactive and Zip Television for their interactive promotions.

Zip Television now has agreements in place with four major commercial broadcasters including Sky, Channel 4, Five and IDS (UKTV and Flextech Channels), allowing advertisers to link from linear ads to extended advertising content on the Zip Channel.

Sky Media, the advertising sales division of BskyB, said it has delivered more than 500 interactive campaigns since it launched the UK's first iTV campaign in March 2000.

Donna Barradale, joint managing partner at Zip Television, said: "Zip and Sky share the same goal of demonstrating the effectiveness of iTV and encouraging more advertisers to use the medium as part of their advertising mix. We can now run campaigns across four broadcasters' channels, offering even greater coverage of digital satellite audiences."

Interactive TV firm Zip Television recently announced its partnership with Five and IDS, adding to its first broadcaster partnership with Channel 4. It is currently running campaigns on these channels for Veet and Honda.