NEW YORK – NBC Universal announced Tuesday that its 14 television networks and 10 NBC owned-and-operated TV stations will soon have interactive trigger capabilities under an agreement with Dish Network Corp.
As a result, Dish Network subscribers who have a digital video recorder (DVR) can use their remote controls to request more information from advertisers about their products or to receive coupons for various product discounts. The on-screen triggers give viewers the chance to interact with an advertiser’s brand.
“Our agreement with Dish Network is part of NBCU’s ongoing initiative to make television advertising more effective and provide better accountability for our clients’ media investments,” said Mike Pilot, president of Sales and Marketing for NBC Universal. “With this deal, we’re extending our ability to provide RFI capability to any commercial on any NBCU network – an important step and a unique capability in the market as we work with our clients to better understand and adapt to the new ways consumers are watching television.”
Under the agreement, NBC Universal will offer the ability to purchase advertisements with interactive trigger capabilities as a way to enhance their campaigns on NBC broadcasts delivered through Dish Network’s satellite service.
The interactive triggers allow viewers to select an icon displayed during a commercial that will take them to a page to obtain more information about the advertiser. When finished, viewers are returned to their programming at the exact place they exited.
Michael Finn, vice-president of Advertising Sales for Dish Network added, “Bringing the capabilities and national reach of Dish Network’s interactive TV platform to the network level with NBC Universal brings national advertisers the scale and return-on-investment that they have been searching for.”
