Miniweb TV Keys Deliver Interactive Marketing to 9 Million Sky Homes

Wednesday, November 26th, 2008

New interactive TV platform makes marketing through the TV as measurable and affordable as via the web

LONDON — Miniweb, the Interactive Service Provider that is enabling interactivity and targeted, web-style advertising on the TV, today announced the launch and commercial availability of TV Keys™, an exciting new interactive TV service. TV Keys bridge the gap between the interactivity and targeting of the web and the ease of use and reach of TV, to deliver a rich and engaging, yet measurable and affordable advertising platform. Companies are able to use a TV Key, a distinctive icon that incorporates brand names, words or phrases, to provide a memorable trigger for viewers to connect and engage with web-style content on TV Sites, delivered directly to the TV, rather than a PC. The TV Key can be included in broadcast video or printed media just like a web site address so consumers can simply enter the TV Key with their TV remote control at any time to interact with the content or service.

“By combining web-style measurement and targeting with the high impact of television, Miniweb’s TV Keys enable companies to make the most of their advertising and marketing budgets. The launch of our TV Keys service into 9 million UK Sky homes means that interactive TV is now an important and viable part of the marketing mix,” said Andrew Noble, Marketing Director, Miniweb Interactive.

TV Keys can be purchased by geographic region, from the whole of the UK to a specific county, depending on the targeting requirements of a company or brand. TV Keys link the consumer with TV Sites, which re-use existing website content for use on the TV screen, bringing web-style economics, principles and interactivity to the living room.

“The launch of TV Keys is an important part of the Miniweb strategy to deliver innovative, standards-based interactive solutions that allow broadcasters, network operators, content owners and advertisers to easily and cost effectively deliver new value-adding services,” said Andrew Carver, CEO, Miniweb. “With TV Keys we are providing the consumer with the easiest route to interactivity from the comfort of a sofa without the need for a PC, enabling the broadest interactive experiences with a TV remote control.”

TV Keys: Driving Next Generation TV Advertising and Marketing

TV Keys linked to TV Sites present a step change in the economics and delivery of interactive TV services. As a trigger for consumer interaction, TV Keys are affordable, personalised and actionable at any time, unlike previous ‘red button’ solutions that are expensive to deploy and cannot be accessed when viewing time-shifted or PVR (personal video recorder) recorded video. TV Keys allow brand owners to reach consumers in their living rooms, allowing customers to interact with them through the TV for free. Significant advantages of TV Key powered marketing and advertising through the TV include:

  • Enhancing linear TV advertising – audience engagement goes beyond 30 second slot
  • Viewers can interact without having to leave the TV to make a phone call or power up the PC to respond to a call-to-action
  • Provides new web-style, targeted advertising opportunities on the TV in a cost effective and measurable way
  • Makes millions of TVs with known viewer profiles available as a response channel for any advertiser.