Charley Varley, the former director of the OMD Centre, has
reappeared as the commercial director of a screensaver advertising
company, ScreenAd Europe, which officially launches in the UK next
Varley, who parted company with OMD last July following a management
rethink, is developing business partners for ScreenAd in the UK
following its successful launch in Canada three years ago.
ScreenAd offers advertisers the chance to communicate to specific
audiences through targeted screensavers which will appear after a
computer has been idle for a specified amount of time.
Varley said: ’Advertisers get to talk to consumers in a nine-to-five
environment whereas before, advertising opportunities were virtually
impossible. The program is simple but sophisticated. We believe that it
is the first of its kind to utilise the ’dead time’ on computers in such
At a cost of pounds 960 for a week, advertisers can sign up to display
an ad that could be shown up to 50 times a week for each end-user
ScreenAd is targeting seven sectors in the UK: the advertising industry,
travel, financial services, public authorities, internet cafes, the
health service and the education sector.