ITV Signs Deal For Mobile Ad Tie-Ins

ITV Sales has announced a partnership with Mobile Interactive Group (MIG) to create a cost effective and easy method for advertisers to link television adverts to the broadcaster’s mobile services.

The new solution will use ITV’s already established 5-digit short-codes as an overlay on traditional TV advertising. Viewers will be prompted to respond to the ad by text and can receive additional product information and multimedia advertiser content.

ITV is offering preferential introductory rates to kick-start the new system, including 10,000 free responses. All production, set-up, management and reporting services will be provided by ITV, as well as access to the newly launched ITV WAP Portal, ITV Mobile (see ITV To Join BBC In Launch Of Free Satellite Service).

Commenting on the consolidated ad solution, Peter Birch, head of interactive sales at ITV, said: “I believe that this, combined with the existing interactive red button offering, ensures ITV continues to offer advertisers new, reliable and exciting means to add value to their existing advertising campaign on ITV and ensure the existing airtime works even harder.”

Barry Houlihan, managing director of MIG, added: “We have designed a unique range of mobile advertising products suitable for any ITV advertiser. Mobile offers a powerful response channel and MIG’s flexible and robust mobile technology will offer ITV advertisers a quick, personal and direct way to interact with their potential customers.”

ITV is confident that advertisers can extort more value from traditional spot advertising, with opportunities including broadcast sponsorship, branded content, online advertising, text services, interactive advertising, “advertainment” and off-air marketing all tying in with more traditional small screen promotions.

ITV: 020 7843 8000 www.itv.com