- What
- Context
- Thinking & Planning
Green button advertising is a new type of interactive TV format that has launched on the Sky platform. It enables viewers to bookmark a piece of supporting video that sits behind a broadcast ad, for later consumption. In homes with a simple DigiBox, the system allows viewers to choose when to watch the video – which is then broadcast on a parallel channel. In Sky+ homes, the video is recorded into the Planner memory, so that viewers find it at a later time, when browsing their recordings for something to watch.
At the moment, the format has launched only on Sky channels while it is tested and refined. ITV are currently working behind the scenes on the technology to introduce it onto the ITV suite of channels.
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TV is becoming clever! The launch of Green Button advertising represents just one of series of industry developments expected in the next 18 months as a new generation of advanced TV formats roll-out across the UK.
These developments include the extension of the existing red button advertising functionality onto cable, the introduction of targeted broadcast and on-demand formats on both platforms; and most excitingly, the introduction of all these formats into the free TV arena with the arrival of Canvas next year.
These developments all represent the next generation of interactive television, and ITV are working with the BBC to ensure that existing and improved formats are all at the heart of Canvas platform.
It’s important to understand how Green Button and Red button can be used for a campaign now as they are different tools for different purposes – serving to make the satellite platform more varied and dynamic in what it can offer advertisers. The Red button is now an established prompt to act, capitalising on the impulse of a viewer interested in more information immediately, whereas Green button gives the opportunity to bookmark forthcoming ‘event’ content.
Red Button assumes that a brand wants to give viewers a quick and immediate burst of video or facilitate a direct response, so it is great for brand campaigns with short snappy bit of extra video, or campaigns for simple products that don’t need longer consideration.
Green button is great for campaigns where the Advertiser has longer, more in depth compelling video that they want to the consumer to see, either as one off pieces or in a series. It also works for more complex brands and messaging that need consideration outside of the time-constraints of an ad break – perhaps to hold and show to a great audience in the house later.
Green button Advertising campaigns so far include: Sharwoods showcasing recipes demonstrated by their own chefs, Barclaycard with their behind the scenes footage of the “Waterslide” advert and the full length trailer of Harry Potter and the Half Blood Prince from Warner Bros.