Interactive TV has always been a natural part of our offering as an integrated agency, the digital arm of full service agency Ogilvy. However, the fact that digital TV take-up is rising so rapidly means that the red button is becoming an increasingly crucial aspect of the conceptual journey for a lot of our advertisers.

Now seems to be as good a time as any for digital agencies to branch out onto the red button. January looks set to be a bumper month for iTV advertising, with campaigns for DaimlerChrysler, Jaguar and Peugeot currently on-air. A number of other high-profile brands, including supermarket chain Waitrose, are also due to make their first foray into the sector over the coming months, bringing additional red-button revenue and new innovations in iTV technology.

We're expecting 2006 to be a particularly impressive year for iTV advertising, due largely to the World Cup Finals in June and July. Some of the UK 's biggest brands look set to take advantage of iTV applications to enhance what will be incredibly expensive linear spots during some of the tournament's key games.

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