Swisscom TV launches interactive TV spots
In cooperation with Seven One Media and Goldbach Media, Swisscom Advertising offers advertisers a new format with Red Button advertising that is unique in Switzerland
At the touch of a button, this connects TV commercials with additional content on the TV screen - without interrupting the current TV program. A layover with text and a red dot appears in the spot to indicate that further information is available. The red button on the Swisscom TV remote control then takes the viewer to the advertiser's customized TV application with a single click and without a media break, while the TV program continues to run in a small screen window.
According to the announcement, this lays the most important foundation for tomorrow's TV communication, as the perfect combination of linear and non-linear advertising opportunities becomes a reality on the same device. The offer is available immediately on Swisscom TV for all Seven One channels and reaches around one-third of all Swiss households. Swisscom TV uses Emuse technology, which is already successfully in use in the USA, the UK and Australia and offers decisive advantages over other interactive TV technologies. For example, the formats are delivered centrally so that every connected household can use them automatically, without additional downloads or long loading times.
Numerous Swiss advertisers such as media agencies have already signaled interest in Red Button advertising on Swisscom TV, according to the statement. Concrete implementations are in the works with initial advertising partners such as Nissan, represented by OMD Switzerland, and Ifolor, via JBW Media. The new form of advertising on Swisscom TV is made possible for the first time by the cooperation with Seven One Media Switzerland, on whose advertising windows the interactive TV spots are available exclusively for the time being. The launch of other stations is in the planning stage. Bookings for the new format are being handled in coordination with Goldbach Media, Seven One Media's TV marketer. The first spots have been on Swisscom TV since March 14, 2014, within the commercial breaks of SAT.1, Pro Sieben, Kabel Eins and Sixx.
