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
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
He added: ’The technology affords an in-depth relationship with users
and offers advertisers interactivity way beyond anything on TV at the
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
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