ScreenAd, the PC advertising system, has rebranded as Oxigen as it
rolls out its launch to universities across the UK.
Charlie Varley, the sales and marketing director of Oxigen and founder
of ScreenAd in 1999, is in talks with a number of advertisers, including
sportswear and alcohol brands, about the system.
Oxigen expects to reach a student audience of 250,000 by the autumn via
its "PC billboard" concept in libraries, computer labs and branches of
EasyEverything (EasyJet's chain of internet cafes).
Screens display a rolling mix of internal communications messages - such
as event lists - interspersed with ads instead of screensavers. Hosts
receive a share of advertising revenue in return for allowing Oxigen
access to central servers.
Currently ads are stills but Oxigen is working on video streams for the
Oxigen has also been tested in media agencies, including Walker Media,
PHD and Carat. News of client wins and ad campaign launches ran
alongside on-screen competitions sponsored by advertisers such as The
Economist and Sky TV.
Varley said: "Oxigen provides communication that our test programme
shows to be well received because it blends education, information and
motivation. It is ever-present without causing a distraction."
Backed by venture capital from the Rocketship partner James Fitzgerald,
who is also Oxigen's interim chief executive, the company has overhauled
its technical and sales operations to focus on the messaging interface.