Sky launching 'green button' on-demand ads

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In an attempt to charge their advertisers more for their content without pissing off viewers too much, Sky is launching a ‘green button’ service for advertising. Much like the red button service that lets people find out more information about a program, the green button will enable ‘extended advertising content’.

Advertisers will be able to encourage users to press the green button during a trail, and it’ll take them to a location where they’ll be able to find out more, or watch an extended version of the advert. It could even feature entirely new footage.

Warner Brothers will be trialling the new technology for the upcoming release of Harry Potter and the Half Blood Prince, and a campaign for T-Mobile will also be live from launch.

But why would anyone ever use it? Except in a few cases, like the Superbowl, most people regard adverts as a necessary evil to get the content they want. Unless companies used this service very imaginatively, then I can’t see viewers really getting too excited about this one.

(via Brandrepublic)

Duncan Geere