Sky Media is to offer its third party channels the ability to use SMS as a return path for TV commercials. The BSkyB controlled agency has chosen interactive solutions company Tamblin, which will deploy its mobile interactive ad (MiAds) product.
Advertisers use MiAds to overlay their commercial with a call to action graphic. The viewer would then use their mobile phones to text or call a given number. The customer might then receive an electronic voucher, a WAP brochure or a video or audio download.
MiAds can be modified during a particular campaign. It is also available across all the available digital TV platforms.
Advertisers including the Alton Towers theme park, which will use MiAds in both programme sponsorship and spot advertising, have already adopted the solution.