The satellite broadcaster has signed T-Mobile, Warner Brothers and McMillan Cancer Support as launch advertisers for the service, which allows Sky+ subscribers to download ads directly to their PVR by pressing the on their remote control.
Sky had been planning to launch the green button initiative last spring but the launch was delayed due to a series of ongoing technical issues.
Roll out of the on-demand service will now begin in June across all 50 channels in the Sky Media portfolio to complement the broadcaster's existing red button offering.
Currently Sky's iTV advertising service allows viewers to press red during a 30-second TV ad to enter an interactive app instantly, whereas the green button version enables viewers to interact with ads at their leisure, and not miss any of the programme they are watching.
The ads will be downloaded to users' Sky+ boxes twice a day and viewers will be prompted with an on-screen reminder to watch a selected content when it becomes available .
"Green button provides brands with the opportunity to develop high-quality long-form content catering to those audience who want a closer relationship with particular brands," says Chloe Smith, head of interactive advertising at Sky Media.
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