IFA 2011 – BERLIN. SevenOne Media, the sales arm of the ProSiebenSat.1 Group, has launched “the extension of classic TV spots with the Red Button function.” The company is showcasing an interactive Volkswagen spot using HbbTV at the IFA 2011.
In a joint showcase with Fraunhofer Fokus and Volkswagen, SevenOne Media is showing the possibilities of interactive HbbTV advertising.
On the Volkswagen showcase, a viewer can access a micro site by pressing the Red Button. Here, they can configure their dream car together, arrange a test drive or leave their contact details for further information.
Red button advertising is nothing new to some Europeans, e.g. BskyB has been offering it for some time. However, the technology behind the ‘old’ Red Button and that of HbbTV differs – on the Sky platform, the additional information was broadcast in a carousel, whilst with HbbTV the content is delivered via an IP stream over the internet to a hybrid TV set.
For interested advertisers, the TV spots with Red Button function are commercially available as early as this autumn. With the extension of interactive TV ads, SevenOne Media has expanded its promotional offer for HbbTV further. The ProSiebenSat.1 marketers already allows the integration of customer specials in the HbbTV portals of the broadcasting group and has offered the first special form of advertising for HbbTV with the “Super Corner” since the spring of 2011.
HbbTV is now available on three of the group’s channels, Sat.1, ProSieben and Kabel eins.