UK’s First Digital Agency Launches

The first UK media agency to specialise in digital TV, guerillascope, has been established and is due for official launch in September.

Following on from the formation of digital sales houses, guerillascope is a digital buying agency set up to cater for companies wishing to target the growing digital TV audience (see Feature: Another Year In The Life Of Digital TV).

A spokesman for the company said: “Digital TV has so far been overlooked but its appeal is growing. For the same price as one spot on Channel 4 you can buy eight or nine hundred spots on digital TV.”

The company points out that digital viewers are predominantly 18-34 year olds who are wealthier, more brand responsive and more computer literate than purely terrestrial viewers.

The agency caters for companies interested in targeting this core audience and who have budgets up to £500,000, or companies intending to split their buying between terrestrial and digital TV.

The introduction of a new BARB system next year (see BARB Introduces Separate Measurement For Digital Cable Platforms) will mean that for the first time digital viewing can be reported accurately. The system will be able to add up the value spots giving a truer reflection of campaign achievements involving smaller channels.

Guerillascope has developed planning and buying software which will make use of this system, “de-mystifying” the planning and buying process and allowing clients to interact with plans and visualise their campaign in a variety of forms.

The growing popularity of digital TV and the introduction of the new BARB system means that guerilla expect other media agencies will soon follow suit and establish dedicated digital departments.

guerillascope: 020 7404 3233 www.guerillascope.co.uk

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