Channel 4 have announced that they are going to be marketing upcoming shows through the green button service on Sky. Sky’s own forays into green button – originally planned to launch last summer – are imminent.
The green button service is an interactive feature whereby viewers can bookmark content as they view (in real time or recorded). An advert that is interacted with – along with associated content (extended cuts, behind the scenes etc) – is downloaded onto the DTR hard-drive to be watched at a later date. It is effectively advertising on demand. This differs from red button services, which immediately transport you from the content you are watching to the interactive area.
Will it work? The idea is initially counter-intuitive. People choosing to watch more advertising? But we know from the viral/spreadable media successes that viewers can choose to watch adverts.
That is online, where people can remix and repurpose content. Will viewers interact to the same degree on TV? An article in the New York Times says that the market isn’t yet ready for internet TV due to cost, reliability and questionable demand.
But interactive services aren’t the same as having full internet capability, and viewers do seem willing to experiment. Figures from Sky show that more than 93% of digital satellite households pressed red to interact with their TV in 2007 – 16% interacting with adverts.
Although the most viewed interactive advert in 2007 was Cadbury’s Gorilla the campaigns using red button tend to be response-led, with relative success measured by requests for vouchers or for further information. Sky said that 40% of its interactive campaigns are from car manufacturers, who are able to measure sales conversion from the ads.
The appeal of green button appears less about direct response and more about branding. It is essentially viewing advertising as content consumed for entertainment. This is not going to be suitable for all brands or categories, but offers an interesting challenge to companies seeking to broaden their involvement in content marketing and storytelling.
Not only will advertisers have to convince viewers that their content is worth watching and interacting with, but with an on-demand service they also have to move from impulsive to considered consumption. I may see a potentially interesting ad and bookmark it, but will I choose to go back and watch it later?
Downloading content also contrasts with the current trend of streaming. Whether it is putting everything in the cloud, or Spotify emerging as a potential challenger to iTunes’ dominance, owning is partially being supplanted by streaming/renting. Unless I can actively edit or mash-up an advert, is there any benefit to having it stored on my hard drive?
Green button appears to be in direct competition with the Youtubes and microsites that facilitate streaming. Youtube already offers advertising-on-demand, with people able to interact with, share and comment upon advertising. The environment may not be suitable for all brands, but it is cheap. Microsites and branded areas aren’t’ so cheap, but the entire experience can be micromanaged. Green button services are going to have to find a USP that differentiates them and justifies a price premium.
That function may be targeting. I’ve already covered targeted advertising in detail but demographic information could be the pull. If Sky are able to integrate their Skyview panel information with green button, advertisers will know exactly who is viewing and interacting with their content. And that information is valuable.
It remains to be seen whether green button services can make an impact in the period before television and the internet fully integrate, but I anticipate some innovative case studies emerging in the field over the next couple of years.
And not just those looking to prove their environmentally friendly credentials by using “green” advertising.
Image credit: http://www.flickr.com/photos/barbietron/