OK Button: Admeira launches interactive TV advertising
Admeira is taking TV advertising to the next level by making it interactive. To this end, the advertising agency is launching the OK button, which currently works on all SRG channels and via Swisscom TV. With the push of a button, viewers can, for example, order perfume samples or schedule a test drive.
The OK Button is intended to enable direct interaction between the brand and the TV viewer for the first time, Admeira CEO Bertrand Jungo said in a statement on Wednesday. The OK Button refers to the Swisscom TV remote control and is intended to generate added value for viewers. Accordingly, advertisers gain additional dimensions in the presentation of their brand message, in addressing customers and in attracting potential customers with each TV spot. "The client decides with which interactive functions and with which incentives the classic TV spot is expanded. A new field of creativity is emerging here," says Philipp Mason, Director of NextGen TV at Admeira.
Volvo offers test drives with the new model Volvo V60
Volvo Cars is the first to jump on the innovation bandwagon of interactive advertising these days. For the launch of the new model series, the Swedish premium car manufacturer is surprising its customers with a direct registration option for test drives of the new station wagon, the Volvo V60, thus entering into a direct dialog with viewers. Anyone who owns Swisscom TV and watches SRG stations will come across this promotion until September 30. The spot with the OK button will be broadcast on SRF 1, SRF zwei, RTS Un, RTS Deux, RSI LA 1 and RSI LA 2.
The classic TV spot expanded to include interactive elements
This is how the interaction works: The OK button appears on the screen as an overlay with a request to press the OK button. This takes the viewer to the TV app. While the TV app fills the screen, the live signal of the TV program is visible in a smaller section. In further TV advertising concepts with the OK button, viewers will not only be able to fill in forms, but also read texts in a navigating manner, watch videos, find out about extended product lines and experience the brand first-hand. Customers who have activated HbbTV and interactive advertising on Swisscom TV can benefit from this new form of advertising. (hae/pd)
