Granada Media Sales and the ad agency, BMP DDB, are trailing a
radical new format for presenting television commercials, which they
hope will keep ’zap happy’ viewers watching through the ad breaks.
The ’Adsphere’ is a revolving sphere resembling a gyroscope which
contains five advertising logos. As the sphere turns, each logo zooms
out, the ad runs as normal and then retracts into the sphere.
At the end of each ad there will be a phone-in competition based on the
content just viewed.
BMP’s clients, Gillette, Boots, St Ivel and Camelot have signed up to
the trial run, which will take place on Granada’s two cable and
satellite channels, Granada Plus and Granada Breeze. Testing begins on
11 October and will last for four weeks, with the Adsphere appearing
four or five times a day.
’The project is a brave step in terms of the relationship between media
owners, clients and agencies and how they use each others resources to
get a better understanding of the multi-channel audience,’ BMP’s
managing director, Ian Lomas, said.
Craig Nayman, Granada’s satellite and cable sales director, added: ’This
is a real breakthrough for television advertising and I am sure that
other broadcasters will follow suit.’