C&W and WPP unveil Digireels library

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.

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

radio ads.



’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.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).