C4 and Clear Channel unveil new hot ad packages
Channel 4 and Clear Channel have both developed new ad packages in a bid to encourage advertisers to capitalise on the summer sun.
Clear Channel has set up five ad packages, which include a client bonus if temperatures reach more than 30° in the expected hot weather this summer.
As part of the outdoor firm’s summer packs, advertisers who book a campaign will receive a free slot on either its Piccadilly Lite installation, its digital roadside network or its digital shopping mall portfolio if temperatures do hit a 30° high, according to reports.
The packages include summer health and beauty, summer drinks, summer festivals, summer leisure attractions and seasides, and summer London tourists.
Clear Channel hopes to pull in advertisers wanting to reach UK holiday makers in the wake of the recession, which is likely to mean consumers will holiday closer to home.
Channel 4 has come up with a similar strategy, ‘Sun Seekers’, which allows brands who sell more products during the summer months to move airtime booked in July and August to ensure they hit the hotter days.
The broadcaster’s new ad package will see a maximum of five advertisers book campaigns across its network of channels and defer booked airtime for free if the peak temperature in London is forecast by the Met Office to be less than 23°.
Channel 4’s strategic sales group manager, Chris Braithwaite, said the package allows the broadcaster’s advertising to be “more flexible and immediate”.