Sky Media has confirmed plans to withdraw Red Button advertising from all Sky channels due to diminishing demand for the service.
All Red Button ads on Sky channels will end from June, after the number of campaigns declined to just 60 from a high of 160 in 2006.
The satellite broadcaster instead wants to focus on growing Green Button ad opportunities, after the service recently posted 17,000 household views for each campaign.
Launched in June last year, the Green Button allows viewers to watch longer-form ads from the likes of T-Mobile and Twentieth Century Fox.
Speaking to New Media Age, Sky Media communications director Jeremy Tester said: "Although Red Button still delivers impressive results for brands, we've taken a pragmatic decision to focus on the emerging products most in demand by our clients, such as Green Button advertising and video on-demand.
"With more than 6 million homes now having access to Sky +, we believe local storage is the most efficient and effective way to deliver long-form, lean-forward advertising."
Red Button advertising is expected to continue on Virgin Media and the digital channels operated by ITV and UKTV.


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