Sky airs virtual car showroom

Sky is setting up an interactive virtual car showroom that allows car manufacturers to showcase their interactive ads at any time.

The service went live today (Wednesday) with ads from four car manufacturers. Another three will join later this month. However, Honda has withdrawn its interactive advertising from Sky after insisting that all its interactive advertising go though Zip Television, the consortium of interactive advertisers including Procter & Gamble and Unilever.

Viewers will be able to access the interactive car ads through the New Cars section on the main Sky Active menu. Previously, viewers could only interact with ads when they were actually shown.

Sky says the service is in response to the reliance on interactive advertising by the automotive sector. Advertisers will not have to pay extra to be included, but viewers will only be able to access the ads during the campaign.

Mercedes’ campaign created by Campbell Doyle Dye, allows viewers to select a mini feature about the filming of the ad. BMW will promote its new 1 series from July 18, and Ford’s ad will offer free tickets to the Thunderbirds movie in return for a test drive.

Car manufacturers previously used interactive ads to allow viewers to request brochures or test drives. Sky Active is present in 7.3 million homes in the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here