Sky Media reports that a total of 45 interactive television advertising campaigns ran on Sky channels in January, up 40% on the same period in the previous year.

The growing trend towards greater creativity in iTV advertising is illustrated by an increase of more than 100% in the number of advertisers using dedicated advertiser locations rather than more basic direct response adverts.

The automotive industry accounted for campaigns than any other single sector, with 15 campaigns by advertisers including Ford, Landrover, Mitsubishi, Volvo, Honda and Peugeot. Travel was the second most active sector, with 11 campaigns.

“Lower entry costs and greater compatibility between broadcasters are encouraging brands from all sectors to add an extra dimension to their advertisements.” said Robert Leach, head of interactive services at Sky Media. “Just as significant as the increasing volume of campaigns is the growing creative ambition of iTV advertising. Pushing back the creative boundaries of iTV is key to fully exploiting the medium’s ability to engage, inform and entertain consumers.”

Sky has broadcast more than 500 interactive television campaigns since it launched interactive advertising in March 2000. Three quarters of the UK’s top 50 advertisers have used interactive advertising with Sky.