ITV Sales, which sells airtime for the UK commercial television network, has commissioned pushbutton to help the broadcaster demonstrate the power of interactive advertising to key clients.

“Most advertisers are discussing interactive campaigns but some still need to visualize it for themselves so they can relate it to their own specific marketing objectives,” said Peter Birch, head of interactive sales at ITV.

“If you can actually show brand managers and agency staff what happens when you press the red button in a broadcast ad, as opposed to merely describing it, you quickly cut through to a new level of understanding and focus for the discussion.”

Independent interactive television design and build company pushbutton will provide visualization and mockups to support the pitch.

“In many instances we need a quantum leap in creativity and relevance in the user experience,” said Paula Byrne, managing director of pushbutton.

“By exploiting the creative and technical expertise at pushbutton we are able to bring more life to our pitches so the advertiser can view for themselves the benefits interactive TV can bring,” added Peter Birch.

Pushbutton was founded by Paula Byrne and Shiela Creak, both former executives of BSkyB. The company recently produced interactive applications for ITV shows The X Factor and I’m a Celebrity.