Playjam, the interactive gaming channel owned by the digital
production agency Static, has poached ntl's director of advertising
sales, Peter Lilley, to be its director of media revenue.
Lilley will take charge of the four-strong commercial advertising sales
team at Static, and will be responsible for developing the Playjam
channel into a primary choice for UK advertisers. He was in charge of a
28-strong sales team at ntl.
Colin Cardwell, the marketing director at Static, said: 'Peter's key
role will be to bring advertisers on to the service.'
Lilley said: 'Brand placement within the games is attracting the most
interest from advertisers.'
Brands currently advertising on Playjam include the electronic games and
accessories retailer Electronics Boutique, and the online betting
Playjam recently became the first interactive TV channel to be measured
by Barb. The service, which broadcasts interactive games and
entertainment across the web and on interactive TV, is currently
available on Sky Digital, ONdigital, ntl and Canal Satellite.
Advertisers can sponsor games on the platform.
Cardwell said: 'The move by Barb to measure us poses more questions than
it answers. Barb will be able to tell us how many people are using the
channel, the user's age and sex and how long they stayed on the service.
But we still won't know how effective an interactive TV ad is. There's
still a lot of work to do and we're hoping to work with Barb on that.'