Sky Italia to run interactive ads

By Julian Clover
December 8, 2009 20.41 UK

Sky Italia is offering advertisers the ability to run interactive commercials following the deployment of technology from Mirada.

The new service presents subscribers to the satcaster with a call to action that appears on channels that are offering the interactivity or directly from the interactive menu. They are then taken to an area where brands can offer additional associated content or product information. The new technology sits on top of Sky Italia’s existing OpenTV/N.DS technology combination.

“In addition to speed, we were able to offer Sky Italia an application that could be integrated within Sky Italia’s existing environment meaning the company didn’t need to alter any build, configuration or deployment plans; we could just slot in,” explained Giovanni Azzará, country manager for Italy at Mirada.

Mirada has recently opened an office in Milan from where it hopes to build its presence in the Italian market.