Latest Articles

Business Briefing: Where Next for Venture Capitalists?

Despite the economic downturn venture capitalists are still looking at investment opportunities in digital media. New Media Knowledge spoke to one to get the low down on what VCs want.

more

Social Media in Practice: BBC Radio 5 Live

Web publishers and broadcasters always have to look for new and innovative ways to maintain existing audiences and win new ones. When BBC Radio 5 Live realised it was losing listeners to other sources of football-based content it launched a new service to win them back. New Media Knowledge met the people responsible.

more

Conservationists Embrace Social Media

Television is increasingly embracing new media to reach new audiences and add interesting applications. New Media Knowledge talks to the people behind a new online conservation series that aims to raise wider awareness of the plight of endangered species.

more

• The Language of the Web
• Rough Guide to: In-Game Advertising
• Alexander McCall-Smith Engages Web 2.0
• Business Brief: Video Advertising Looks to Future
• ‘Virtual Home’ for Ex-Pats in London Established
• Rough Guide to: Social Media and the Law
• Record Visits for UK Blog Sites

Related Articles

• i-design 08 - Brendan Dawes, My Interactive

  Brendan Dawes, creative director of MacneticNorth, talked about the ways in which his early experience of technology has affected his approach to interactive media and of the seismic shift that has taken place in recent years in how people use technology. more

• i-design 08 - Simon Waterfall

  Simon Waterfall, creative director at Poke and former digital chair of D&AD, began the day with a series of questions and observations about the aspects of online media he found frightening and disturbing. more

• YDA Awards Open for Entries

  The Y Design Awards (YDA), part of London Design Festival, is now open for entries. Covering nine categories, the awards recognise excellence in the UK’s digital creative industries at a designer level. more

• iDesign - Working the Walk

  We’re delighted to say that Tuesday’s iDesign conference went down a treat. If you wanted to know where exactly this country is up to with interactive design,and where it’s going, then we think the Dynamo team nailed it with this event. more

• iDesign - Design for Life

  Our world is increasingly filled with wild and wonderful gadgets, new technologies, ground breaking digital services, but what does this really mean for the individual? more

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...

[Register and post your own comments on this article below...]

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