--Powers Telescopic Ads for New Brunswick Tourism and Parks, GM, Dyson
etc.tv--a company that offers a "telescopic advertising" service which
allows linking, via overlaid visual cues, from 30-second linear
commercial spots to long-form advertising content hosted on cable
operators' VOD platforms (note: the service also allows advertising
content to be bookmarked for later viewing), as well as to tcommerce
opportunities, and which is currently available to around 1.9 million
consumers in Quebec through a deployment on cable operator
Videotron's illico digital cable service--has signed an agreement with
Quebecois sports network, RDS, that will see the latter enabling its
commercial inventory on both its SD and HD signals with etc.tv's
telescopic advertising solution, starting September 1st. "RDS stands for
televised sporting events in Quebec and their remarkable ratings
increases of late reflect the credibility that their passionate audience
places in their programming," etc.tv general manager, Ian MacLean,
said in a prepared statement. "Adding the important audience share that
RDS commands to the etc.tv Advertising on Demand network
significantly expands, and is a powerful complement to, our existing
Quebec footprint. We are also very proud to be associated with RDS in
a global first: the enabling of a high-definition network with telescopic
advertising functionality." Added RDS's VP of sales and marketing,
Michel Gagnon: "Consumers continue to hunger for additional
information on products and services that interest them. etc.tv's
telescopic service gives the RDS audience the ability to drill deeper
into content that they want, while providing our clients with the ability
to connect directly with interested consumers on a pay-per-view basis.
We look forward to satisfying the demand of our advertisers by
offering them this breakthrough advertising solution on both our
standard digital and high-definition services."
Its new partnership with RDS is the latest in a series of deals that etc.tv
has signed for its service since the beginning of the year:
- During an ad campaign that ran from April to June, New Brunswick
Tourism and Parks used the company's platform to link viewers from
30-second spots to an 11-minute video showcasing New Brunswick's
various vacation attractions. The campaign was developed in
partnership with creative agency, LG2, with support from the media
agency, Carat. "Advertisers find etc.tv's 'pay-per-view' model very
attractive," etc.tv's Ian MacLean said in a prepared statement."We
know that when the New Brunswick Tourism and Parks long-form
video is viewed in a household, it has been specifically requested by an
interested viewer. It is a very cost-effective method of connecting
directly with, and paying only for, an extended conversation with
'hand-raisers'--consumers who elect to watch the long-form video
because they are interested in the brand's story."
- GM Optimum, a branch of the automaker that specializes in selling
pre-owned vehicles, ran a campaign on the platform this spring that
allowed viewers to connect from 30-second spots to a long-form video
on its offering. The campaign was developed by Cossette Media. GM
has run several campaigns on the etc.tv platform since the latter's
launch in 2006. "GM Optimum offers a manufacturer's backed
warranty on its certified pre-owned GM vehicles, including a 150+
point inspection, an exchange privilege, 24-hour roadside assistance
and a student bonus program," Laura Araujo, Cossette Media's media
account director, said in a prepared statement. "Describing all of these
benefits is beyond the scope of the traditional 30-second ad. etc.tv's
telescoping function allows us to move beyond the thirty to
communicate all these benefits to consumers opting in to learn more."
- Also this spring, vacuum cleaner manufacturer, Dyson, ran an ad
campaign that used etc.tv's platform. The campaign allowed viewers to
link from its 30-second spots to long-form video featuring the
company's founder, James Dyson, discussing "the philosophy behind
the company's worldwide success."
