COI champions use of Zip TV interactive ads

New Media Age, August, 2004 by Susie Harwood

COI Communications is urging more broadcasting sales houses to sign up to the Zip Television interactive advertising channel which launched last month.

But the government agency said it wouldn't join fellow Zip consortium member Honda in refusing to run its iTV campaigns through any channel other than Zip.

The COI is to launch its first activity using Zip next month, with a campaign for the Territorial Army. However, it will use the Sky Interactive fad solution alongside Zip to broaden the reach of the campaign and enable it to target an audience of 17-32-year-olds across Sky. Channel 4 and Five.

Channel 4 is the only media sales house to have signed a contract with Zip, which meant the reach of Honda's first ad on Zip was dramatically decreased...