Sky to launch long-form ad service

Sky is launching an on-demand ad service that will allow viewers to watch long-form advertising.

The first advertisers to sign up to the Green Button service include T-Mobile, Warner Bros for its movie Harry Potter and the Half Blood Prince (pictured), and Fox for its movie Ice Age 3.

The service, which is accessed through the green button on Sky remote controls, will launch in June.

Viewers will be able to watch extended versions of ads or book content to view later. Green Button content could potentially range from two minutes to two hours.

Viewers will also be able to find out more about particular products or services and access related behind-the-scenes or exclusive footage.

The service will initially roll out across 50 channels in the Sky Media portfolio. It will sit alongside its existing Red Button service which offers viewers content upon request and is positioned as a more interactive ad platform.

Chloe Smith, Sky Media head of interactive advertising, says: “Green Button provides brands with the opportunity to develop high-quality long-form content catering to those audiences who want a closer relationship with particular brands, or who value access to exclusive content which has been developed or funded by an advertiser.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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