Sony Ad First To Stream On Telewest VoD Service

Ids has today announced the launch of the first 30-second spot advertisement on Telewest’s video-on-demand (VoD) service.

Ids has secured an agreement with Sony which will see Fallon’s 30-second explosive paint ad for Sony Bravia streamed on the Telewest VoD service.

Telewest’s customers who subscribe to premium VoD content will have the opportunity to view the current Sony Bravia TV ad before they watch up to 50 hours of content in the drama section of digital cable’s VoD environment.

Shows available on the VoD service will include Cracker, Cold Feet and Prime Suspect.

Sony first released the Bravia ad as a teaser viral campaign in October, it was then broadcast as the first-ever high definition ad.

The exploding paint set has its own website with behind-the scenes footage, and will now be the first ad to feature on video-on-demand.

James Wildman, executive sales director, ids, said: “Our team has been looking into creative ways we can exploit our VoD proposition using this new method of connecting advertiser brands with our viewers.

“We are incredibly proud to be the first to market with this proposition as we continue to push the boundaries of the new medium of television.”

Christian Byron, associate director television at OMD, added: “We are delighted to partner with ids on this pioneering deal and to achieve yet another advertising first with the hugely successful Bravia ad.”

Telewest: 0845 142 0000 www.telewest.co.uk