Packet Vision delivers targeted advertising campaign over Freewire network
June 16, 2008 - UK targeted advertising firm Packet Vision has teamed up with media agency Arena BLM to deliver a targeted advertising campaign for UK opticians Dollond and Aitchison (D&A) over Inuk Networks' Freewire service, an IPTV platform serving UK students.
The campaign ran on Channel 4 and was targeted at student halls of residence throughout the UK served by the Freewire service, with scheduled spots running during programmes including Countdown, Deal or No Deal, Hollyoaks and The Simpsons. Arena BLM is responsible for D&A's media planning and buying, and reports that it was "keen to exploit the targeting potential of IPTV" for its client.
Caroline Binfield, Business Director of Television at Arena BLM, said: “This innovative technology allows our client to target niche and highly relevant audiences, which will drive improved efficiency of the advertising campaign and ultimately better business performance.” Barry Llewellyn, VP Sales and Marketing at Packet Vision, added: “We’re providing agencies with the tools to continue building innovative, effective and responsible campaigns in an age when advertisers need to work harder and harder to make their advertising stand out. Highly relevant advertising is key to its effectiveness.”
Inuk recently completed a round of funding worth GB£9.5mn (US$18.6mn), which will be used to further develop the Freewire platform and expand into other markets including Ireland and North America. Freewire currently provides triple-play services, including IPTV, to around 50,000 students in the UK over the JANET high-speed network.
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