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T-Mobile Interactive Ads On Freeview

Results from the first interactive T-Mobile ad campaign - using emuse abosolute and Weapon7's ITV application - show the new interactive ad platform scores high response rates via Red Button in Freeview homes...

Results from the first interactive T-Mobile ad campaign - using emuse abosolute and Weapon7's ITV application - show the new interactive ad platform scores high response rates via Red Button in Freeview homes...

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Results from ITV and emuse absolutely’s first Freeview interactive advertising campaign run on behalf of T-Mobile were announced on 19th June 2006, with an unprecedented 9-10% of viewers choosing to press the red button during the advert to find out more.

The interactive campaign was also seen by over a quarter of the available Freeview audience. The T-Mobile ad was the first to benefit from ITV and emuse absolutely’s new interactive ad initiative, which launched on April 19th.

Red button target audience reaches 15m

For the first time advertisers can now target almost 7m Freeview homes alongside the existing 8.4m digital satellite homes that are already interactive – effectively doubling the available target audience for red button advertising and providing a potential target audience of over 15m households.

Peter Birch, Head of Interactive Sales at ITV, said: “This is a fantastic result for T-Mobile – it proves that a Freeview viewer is receptive to interactive ad campaigns. The ability to run creative over all digital broadcast platforms simultaneously cuts down on hassle and time whilst providing a significant boost to the available audience.”

“We are increasing our ability to deliver ad solutions that embrace converging technologies which add real value to traditional spot airtime,” Birch explained. “Most importantly, interactive ads on Freeview are not just limited to ITV airtime, this is open to all broadcasters.”

Weapon7 supply creative for new application

The application, developed by emuse absolutely and with the creative produced by the specialist interactive TV agency Weapon7, supported the newly launched Flext tariff and was consistent in style to the application that was deployed on the SkyDigital platform.

Rhys McLachlan, from T-Mobile’s Media agency, Mediacom, said: “The development of DTT interactivity has, at a single stroke, nearly doubled the market size, there are now more interactive homes than non-interactive homes, which is fantastic news for this medium.”

“We are delighted to see that these figures are very substantially higher than would be expected for an interactive campaign” commented Patrick Rainsford, CEO of emuse absolutely. “These results prove that interactive advertising can out-perform all other media when a campaign is well executed. We look forward to running many more high profile applications across multiple channels on both DSat and DTT in the future”

Over the last two years, ITV has run more than 500 interactive campaigns for advertisers and this figure is already up 80% on last year for the first quarter of 2006 including high profile interactive campaigns for big brands such as Boots, Canon, Disney and BMW.

About ITV Sales:
ITV Sales sells television airtime and programme sponsorship on behalf of all the ITV1 regions as well as ITV2, ITV3, ITV4, Men & Motors and Irish terrestrial channel TV3. It also sells online sponsorship and digital media for ITV’s online properties as well as interactive TV and mobile opportunities.

About emuse:
emuse technologies was founded in 1998 by serial entrepreneur Patrick Rainsford to become the premier provider of interactive services worldwide. A pioneering Irish-based company that is developing, patenting and deploying advanced interactive services and enhanced television worldwide, emuse has succeeded in creating, developing, patenting and deploying those technologies and services. Their work has been nominated for a BAFTA award and the company now employs over 70 people, having built a worldwide team of software, media, business and technology experts with offices in Dublin, London, Los Angeles, Sydney and Tokyo. www.emusetechnologies.com