Red Bee Media demonstrates potential of interactive advertising

At IBC2006 in Amsterdam that concludes today, Red Bee Media demonstrated a prototype interactive commercial that illustrates the benefits IPTV offers advertisers.

The prototype, sponsored by Advanced Micro Devices (AMD), repurposed an interactive TV commercial (i-ad) Red Bee Media created for retailer Boots, used for its 2005 Christmas campaign.

The i-ad offered viewers advice through a gift generator on what to give their friends and family and then sent them their Christmas shopping list via text message. The IPTV prototype offered the added functionality of purchasing gifts through the i-ad, rather than having to visit a store.

To demonstrate the prototype i-ad at IBC, Red Bee Media used a Futarque set-top box with software from the AMD LIVE! Entertainment Suite. The STB was connected to an AMD LIVE! PC, which was connected to the Internet.

The i-ad was accessed through Red Bee Media’s search and navigation tool, Sherpa, a white label software tool.

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