BMP offers interactive ads

Creative shop BMP DDB, its new-media operation BMP Interaction and media arm OMD UK have joined forces to launch an advertising agency specialising in interactive TV.

Creative shop BMP DDB, its new-media operation BMP Interaction and

media arm OMD UK have joined forces to launch an advertising agency

specialising in interactive TV.



BMPTVi has been set up by Andy Howells, who was previously a director of

BMP’s new-media company Bilco.



Managing director Howells will run the company with creative director

Chris Jenkins and technology director Chris Lowe.



BMPTVi will offer advertisers television solutions across digital

media.



Sony is the first client to sign up. The electronics giant is launching

an interactive advertising campaign through NTL’s internet arm iTV,

which is available to viewers via a set-top box. The ad will also run on

NTL’s digital cable and digital terrestrial television platforms.



The commercial promotes Sony’s audio and visual equipment and is part of

a nationwide broadcast and press campaign. The creative uses images

taken from the press executions with the strapline, ’go create’.



The interactive ad is running as a banner within NTL’s enclosed internet

service. Users who click on the banner are taken to a microsite that

gives details of a range of Sony products, such as the Sony Digital

Handycam.



Howells said: ’We are running a series of test campaigns across NTL’s

multi-platform offerings to measure the effectiveness of the ad.



’Our partnership with Sony was an obvious one, given the client’s strong

relationship with OMD UK.’



Geoff Muge, a consultant at Sony, said: ’We are keen to discover the

potential effect interactive television will have on advertising. This

campaign will explore the opportunities presented by innovative media

such as internet microsites and e-mail. Eventually it will deliver

viewers from broadcast ads.’



The commercial is up and running on NTL’s analogue platform, which will

soon be transferred to the cable operator’s digital cable service. The

ad is scheduled to roll out across NTL’s digital terrestrial service at

the end of the year, once the necessary technology is in place.



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