IDS Signs With Zip For Cross Network Interactive Ads
IDS has become the latest digital sales house to partner with Zip TV, offering advertisers the ability to launch interactive campaigns that span a number of different digital platforms.
Zip TV enables advertisers to direct customers from a variety of digital channels to a single space after they press their red button. The result of consolidating viewers from different broadcasters into one space is increased efficiency in data collection, as all responses are collated via one system rather than through a range of proprietary DALs.
The Zip TV Channel, which has already won the support of 11 major advertisers, allows companies to take an active role in the development of its systems, as well as sharing research and data. Zip TV consortium members include Reckitt Benckiser, Honda, Orange, P&G, Unilever, BT, COI, and Gillette and Woolworths.
A spokeswoman for Zip TV said: “The deal with IDS ensures that we are both able to offer advertisers a wider choice in interactive television advertising. IDS delivers Zip Television a unique and niche audience, giving members and interactive advertisers alike access to often hard to reach viewers.”
The first campaign to benefit from the deal with Zip TV is for the Reckitt Benckiser brand, Veet. The campaign will link viewers to extended advertising content on the channel from a range of linear spots on Flextech and UKTV channels.
Zip has created an interactive advertisement for the brand where viewers can press their red buttons to win a weekend of pampering. Potential customers are also offered the chance to find the ideal Veet product for them via an amusing set of questions. Players then input their details to be entered into the prize draw.
The use of interactive television advertising has seen a surge in popularity in recent months, with several companies making heavy investment in the medium. Sky recently extended its range of interactive enabled channels, allowing advertisers to place adverts on The History Channel and The Biography Channel, in addition to Sky One, Sky News, Sky Sports and Sky Movies (see Sky Expands Interactive Advertising Portfolio).
The broadcaster has also attempted to foster interest in the medium by offering a £250,000 jackpot prize to the creators of the most innovative and imaginative interactive advertisements in a promotion dubbed Out of the Box (see Sky Boosts iTV Advertising With £250k Prize).
IDS: 020 7693 8800 www.idigitalsales.co.uk Zip TV: 0207 101 7360 www.ziptelevision.com
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