Cable & Wireless Communications and WPP are launching an online
television commercials library, Digireels, this month, giving agencies
instant access to an archive of more than 30,000 ads.
Digireels is a joint venture between the WPP division, Metro Video, and
CWC’s media operation. It aims to offer agencies a monitoring and
archive service, tracking all terrestrial and satellite television
channels, and is designed to eliminate the need for expensive couriers
and tape re-editing when compiling advertising reels.
Digireels uses CWC’s fibre-optic lines, which usually carry cable TV or
telephony services, to allow PC access to the commercials library.
According to Bill Bigden of CWC’s Media Sector, the company had been
looking for some time for a way of using its telecomms technology to the
advantage of its business customers.
New commercials are added by 10am each day and the system is available
24 hours a day. The ads can be played back in real time on a PC or TV,
and agencies can select any ads they want, in any order, and store them
on a CD-Rom.
As well as the database of TV ads, Digireels also carries directors’
reels and is able to monitor the number of people accessing any
particular reel and detail who is viewing a director’s work. There are
also plans to include Cannes reels and award-winning showreels as part
of the overall service.
Digireels’ operations director, Paul Jackman, who is working on the
launch alongside the commercial director, Peter Godden, said that there
were opportunities to expand the service to embrace press, posters and
’Now the UK library is up and running, we’re working to include TV ads
from around Europe,’ he explained. ’The vision is to be a global company
and to allow users to access the service from around the world.’
Kate Hopkins, an account manager at DMB&B, has used the Digireels system
for Fiat. ’It’s certainly very quick and easy to use,’ Hopkins said.
’The only problem is that the technology is a little too structured, so
you can’t switch effortlessly between commercials, but I’m sure that’s a
technological issue it can iron out.’