ITV DIGITAL TO CARRY MORE INTERACTIVE ADVERTISING

ITV Digital are set to carry more interactive advertising to their viewers than any other platform from this month.
They are empowering television with a series of interactive TV commercials from major companies, including Virgin Trains, Eurostar, Britannia, Orange, Homepride and Boots.
Viewers with ITV Digital boxes or digital TVs watching the ads will see an on-screen prompt inviting them to press the red button on their remote. The TV picture will re-size to occupy a quarter of the screen, so the advertisers can provide additional product information such as price and range availability and viewers can find out how to request vouchers or samples via a phone line, at their leisure.
Patrick Irwin, Broadcast Interactive Development Manager, ITV Digital, said: "Interactivity is of great importance to ITV Digital. It offers our customers an additional service to enhance their viewing experience and provides advertisers with a more engaging medium through which to communicate their product or service. With the strong support of Carlton Active, ITV Digital is once again a step ahead of the competition, giving its viewers more from their television."
The substantial run of commercials signals a major upturn in interactive advertising, as more brands see it as a key part of their marketing strategy.
The ads were created by Carlton Active, which has also developed much of the other interactive and enhanced services available on ITV Digital. (CD)