Carlton to boost ad revenue for videos with joint TV trade

Carlton UK Sales is making a bid to double the size of the market for ads on videos by creating an in-house sales operation to sell the medium alongside TV airtime.

Carlton UK Sales is making a bid to double the size of the market

for ads on videos by creating an in-house sales operation to sell the

medium alongside TV airtime.



Carlton is taking over Video Media, the video advertising division of

its Cinema Media operation, and is moving its salesforce into the

headquarters of its TV sales operation. The Video Media sales team,

headed by the sales director, Richard Vinton, will now report to

Carlton’s sales director, Steve Platt.



The move is designed to raise the profile of the video advertising

medium, which Platt believes has been underexploited since Video Media

was established in 1993. Platt said Carlton aimed to double video’s

revenue potential - which is still relatively small - within three

years.



’Video generates more viewing hours than all the BSkyB channels put

together.



There’s a big opportunity here that advertisers are missing,’ Platt

said.



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