ASDA COMMISSION FIRST INTERACTIVE TV COMMERCIAL

ASDA have commissioned their first interactive TV commercial due to launch before Christmas on Carlton Active.
The supermarket giant will be using the ITV Digital platform in a deal negotiated and bought by Keith Rattray, Interactive TV Director at Carat Interactive, and Paul Cooper, Commercial Manager at Carlton Active.
The deal is ASDA's first foray into interactive television and comes in advance of other developments these advertisers are considering with digital satellite, which could herald a much more consistent interactive element to future TV campaigns.
The new commercial will offer ITV digital viewers a range of options that include access to additional information on ASDA price promotions, detailed information about the ASDA at home delivery service and further promotion of the supermarket's website at www.asda.com.
After detailed research and close consultation with Carat Interactive ASDA now sees interactive television as an important and effective communications tool.
Keith Rattray, Carat's Interactive TV Director, said: “There have been some very significant developments in interactive TV this month with the expansion of interactive functionality on digital satellite, and the potential for ASDA to take further advantage of this medium in future is great. This campaign is an ideal first step.”
The interactive TV ads will be running throughout November until December 16. (CD)