Switch2 to offer tailored ad spots

Switch2 claims to have developed technology that allows advertisers to target online viewers with unprecedented precision.

Switch2 claims to have developed technology that allows advertisers

to target online viewers with unprecedented precision.



The recently launched digital broadcast network is offering advertisers

the opportunity to develop a bespoke advertising schedule specific to

each user.



Switch2 says its intelligence model can provide real-time data on its

users’ viewing habits, purchasing patterns and demographic data. From

this, advertisers can learn about the audience for a particular

programme strand at any moment in the schedule and tailor highly

targeted messages to the viewers.



MediaVest joint managing director Robert Ray, whose agency is handling

media for Switch2, said: ’As a method for communicating broadcast

messages, it is a radical tool and will be extremely appealing to

advertisers.’



He added: ’The technology affords an in-depth relationship with users

and offers advertisers interactivity way beyond anything on TV at the

moment.’



Managing director Dave Wardlaw said a number of drinks advertisers,

including Allied Domecq and Carling, had already expressed interest in

the new technology.



’We can work with brands to provide entertaining, interactive

advertising opportunities. In the longer term, the revenue generating

possibilities are almost endless,’ he said.



Switch2 provides webcast programming through the internet, organised

into individual channels covering music, film, comedy, sport and

games.



The technology will debut on 5 May when Switch2 will broadcast a Travis

concert live from New York for which it is anticipating an audience of

over a million. The audience for a recent Paul McCartney webcast is

claimed to have reached five million.



Switch2 is spending pounds 10 million above the line, through MediaVest,

to promote the service primarily in the UK but also in several European

countries.



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1 Job description: Digital marketing executive

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).