Interactive broadband TV specialist Wedigtv is putting its money where its mouth is with this week’s launch of an advertising only channel on its TV2 network, www.wedigtv.com.
The new channel launches with four rotating adverts – Gaviscon, Vanish, Cillit Bang and Strepsils – from consumer goods giant Reckitt Benckiser.
Each ad includes an interactive element to draw in users, a technique that has proven its success over recent months with around 60% of WeDigTV’s 2.5million unique monthly users taking the time to interact with the ads between shows.
The principle behind the launch of this new channel is to move towards a point where the advertisements are considered entertainment in their own right, particularly as the levels of user interaction possible increases.
The WeDigTV network currently includes eight programme-driven channels featuring shows like Deal or No Deal and Who Wants to be a Millionaire? While each show includes one interactive ad break every five to seven minutes, the new channel will be the first to be driven solely by advertising.
Anthony Rushton, Director from WeDigTV, said, “With traditional TV advertising response rates dropping like a stone the potential that online ads offer for interactive, measurable campaigns is increasingly important to marketers.
“For a long time people have claimed that TV ads can’t work online, but the responses we’ve had since our site launched earlier this year suggest otherwise."
He added, "We’re launching this channel to find out how exactly far our viewers will let us take that idea. We feel that the development of a standalone advertising channel will allow creative directors to produce ever more exciting interactive advertising.”
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