ITV Cuts Costs To Lure Advertisers Online
ITV is hoping to lure big brand advertisers online with the offer of discounted rates and free research services.
Granada Enterprises is hoping to sign up several big brand advertisers to feature across ITV’s network of internet sites.
New “EyeWonder” technology will allow brands to screen TV-style ads via the internet, in a move that will significantly reduce production costs. It also provides planners with reports on bandwidth detection, impressions, and CTR, which is the percentage of ads viewed and interaction rates.
According to Granada, an increasing number of ITV advertisers are now broadcasting their TV ads online. Brands who have already tried streaming TV ads online include Unilever, Nationwide, Virgin/EMI, Michelin, Ferrero Rocher and Soda Stream.
ITV is hoping the free research it offers brands “will prove that additional coverage can be delivered a significant value when commercials are shown to both ITV and online audiences.”
ITV’s ad revenue could be down by as much as 10% year on year in February and March, according to estimates from analysts at Merrill Lynch (see ITV Revenues Drop As Audiences Improve).
ITV: 020 7843 8000 www.itv.com
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