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 However, Honda has withdrawn its interactive advertising from Sky after insisting that all its interactive advertising go though Zip Television, the consortium of interactive advertisers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.


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