BSkyB looks to ditch Red Button ads

BSkyB has confirmed that it is phasing out its Red Button advertising option and will concentrate on its Green Button service.

The Green Button was introduced in June 2009 to allow viewers to watch longer form advertising Early clients included T-Mobile and Twentieth Century Fox.

At the time of the Green Button launch, Chloe Smith, Sky Media head of interactive advertising, said: “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.”

The Red Button was introduced nine years ago and offered viewers content upon request. It was positioned as a more interactive ad platform.

The Red Button service is expected to continue on ITV, UKTV and Virgin Media.

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