Start collaborated with Sky and mobile phone manufacturers to deliver Virgin Mobile's interactive TV campaign - the biggest interactive advertising campaign Sky has ever run, as well as the first to adopt the multi-screen video technique used by Sky News.

 

Viewers who hit the red button on their handset during RKCR/Y&R's Busta Rhymes spot for Virgin Mobile, found themselves in a branded environment offering eight continuously-looped screens of outtakes, a competition, offers and information.

 

Some 435,000 adults -19% of everyone who saw the ad - linked through to the Virgin Mobile site and spent an average 2.63 minutes browsing. What other medium could persuade nearly half a million people to immerse themselves so totally in your brand?

 

The significance of these results is reinforced in an article about iTV which appeared in the Creative Business section of the Financial Times on Tuesday 20 January. This suggests that the UK market for iTV could be worth £40 million this year.

 

The boom is being driven by broadcasters, who have cut prices and made significant technical improvements to the interactive experience. Sky themselves are reducing the cost of dedicated advertiser locations and mini DALs (the place consumers jump to when they hit red) by around 30% this year.

 

It's an attractive proposition given the highly-targeted nature of the medium. iTV enables you to monitor response rates and segment the captured data for future planning.