Creative shop BMP DDB, its new-media operation BMP Interaction and
media arm OMD UK have joined forces to launch an advertising agency
specialising in interactive TV.
BMPTVi has been set up by Andy Howells, who was previously a director of
BMP’s new-media company Bilco.
Managing director Howells will run the company with creative director
Chris Jenkins and technology director Chris Lowe.
BMPTVi will offer advertisers television solutions across digital
Sony is the first client to sign up. The electronics giant is launching
an interactive advertising campaign through NTL’s internet arm iTV,
which is available to viewers via a set-top box. The ad will also run on
NTL’s digital cable and digital terrestrial television platforms.
The commercial promotes Sony’s audio and visual equipment and is part of
a nationwide broadcast and press campaign. The creative uses images
taken from the press executions with the strapline, ’go create’.
The interactive ad is running as a banner within NTL’s enclosed internet
service. Users who click on the banner are taken to a microsite that
gives details of a range of Sony products, such as the Sony Digital
Howells said: ’We are running a series of test campaigns across NTL’s
multi-platform offerings to measure the effectiveness of the ad.
’Our partnership with Sony was an obvious one, given the client’s strong
relationship with OMD UK.’
Geoff Muge, a consultant at Sony, said: ’We are keen to discover the
potential effect interactive television will have on advertising. This
campaign will explore the opportunities presented by innovative media
such as internet microsites and e-mail. Eventually it will deliver
viewers from broadcast ads.’
The commercial is up and running on NTL’s analogue platform, which will
soon be transferred to the cable operator’s digital cable service. The
ad is scheduled to roll out across NTL’s digital terrestrial service at
the end of the year, once the necessary technology is in place.