Blue chip advertisers are to be sold new-media commercial
opportunities alongside traditional TV airtime with the launch of the
UK’s first comprehensive new-media sales operation by the ITV sales
The new division, TSMSi, is headed by Paul Simon, formerly of Maiden
Outdoor, and will sit alongside TSMS’s airtime sales unit. The alliance
will enable TSMSi to tap into its sister company’s existing
relationships with major TV advertisers, while making new media more
accessible to mainstream brands.
TSMSi will sell advertising opportunities across all new-media
platforms, including the Internet, intranets, CD-Roms, interactive TV
Simon claimed that the operation is the first to embrace all aspects of
new media, selling packages of audience demographics rather than purely
’The issue for new media is how to deliver critical mass and measurable
audiences which make it worthwhile for advertisers and agencies to get
involved,’ Simon explained.
’We’ve canvassed the advertising industry to find which audiences
they’re interested in reaching through new media, and we’re developing a
number of packages tailored to different audiences such as 15- to
34-year-old men, and BC1 adults.’
The company has already signed deals with a number of content providers,
including Dotmusic from the Music Week stable and Anglia Multi Media,
the CD-Rom publisher.
In addition, TSMSi has joined forces with the Internet design and
research company, Intervid. TSMSi will handle advertising sales for all
Intervid clients and will in turn refer its advertiser-clients keen to
develop their own sites through to Intervid.