Media Owners Team Up For Cross-Platform Deal
Three of the UK’s largest media owners have joined forces to promote their platforms to advertisers in an effort to increase cross-media advertising in the youth and entertainment market.
IPC Media, Capital and Viacom all hope to increase advertiser take-up of cross-media campaigns by pooling their planning, creative ideas and media delivery capabilities to offer added-value benefits across every aspect of their businesses.
The new venture, branded RSVP (Real Sound, Vision and Print), is the first to involve IPC Ignite’s cross-media solutions manager, Victoria Smith, who was appointed to the newly created role earlier this week (see IPC Ignite! Appoints New Cross-Media Manager).
RSVP will be managed by Smith along with Mike Hope-Milne, Capital Radio Group’s brand sales director and Dan Salem, commercial director of Viacom Brand Solutions. The team appears eager to confront market rivals Emap, which appointed its first ever cross-media manager last year.
Commenting on the new project, Salem said: “This alliance provides existing and future customers with a depth of communication possibilities above and beyond the mere booking of advertising space across the various platforms. VBS, Capital and IPC Ignite! are united in the belief that customers are at the heart of our respective businesses and RSVP represents the perfect outlet to increase our offering to them and deliver effective marketing solutions.”
The group plans to offer unrivalled one-stop shop access to television, radio and print solutions as well as new media, outdoor and event-based marketing. The project will encompass many well established brands and companies, from IPC’s Loaded and Uncut magazines to Capital’s London radio operations. It will also span Viacom Brand Solutions’ MTV and VH1 music channels. Other media owners may also be brought into the alliance when necessary.
There has been a rapid increase in the number of cross-media advertising deals over the last few months. Emap Advertising recently announced an £800,000 deal to promote the UIP film, Honey, through a cross-platform deal spanning the group’s youth radio stations, television channels, websites, magazines and through mobile phone advertising with text and picture messages (see Emap Signs Honey for Cross Platform Promotion).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com IPC Media: 0870 4445000 www.ipc.co.uk Viacom: 020 7478 5240 www.viacom.co.uk
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