Cadbury ad proves draw via Sky iTV service
More than 53,000 households have used the red button on their TV remote control to view a longer version of Cadbury's 'Gorilla' ad.
The company is one of the advertisers using Sky's Video Advertiser
Location (VAL) service on its expanded interactive TV platform. Its ad,
created by Fallon, features a primate playing the drums to the Phil
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Sky has been introducing interactive TV formats with the aim of
improving the effectiveness of traditional, 30-second TV ads.
As well as the success of the Cadbury execution over a two-week period,
a campaign promoting the DVD boxset of animated US series Family Guy
resulted in an average interaction time of nearly six minutes.
Data has also revealed that no one clicking through to the VAL service
left during the first 30 seconds of the ad, which featured unseen
footage from the series.
Sky also plans to launch a service for Sky+ subscribers that allows them
to download ads via the green button on their remote control.
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