Carlton has signed up a host of big-name advertisers to run
Procter & Gamble, the AA and M&G Securities are all running interactive
commercials. The fourth advertiser - yogurt manufacturer Onken - has
negotiated a programme support deal.
The commercials will air on Carlton’s digital channels, including
Carlton Food Network and Carlton Cinema, from the start of May.
If the trials prove successful, Carlton will expand the service,
bringing on board a range of new advertisers.
The deals were brokered by the Carlton Digital Sales team, which is led
by David Sanderson.
Carlton Interactive has an army of technicians and designers working
behind the scenes to enable Carlton to run interactive advertising on
the ONdigital platform.
The media giant is planning to rebrand and restructure its interactive
department over the coming weeks.
The company’s interactive advertising will continue to be sold by
Sanderson’s team at Carlton Digital Sales, which works closely with
It is hoped that the service will expand once ONdigital’s internet
service is up and running. This is set to launch in the next few
Fran Cassidy, director of marketing, sales, said: ’This is going to be a
huge leap forward for advertisers and viewers and puts Carlton at the
forefront of technology.’
The ten-strong Carlton Interactive unit is headed by Jane Marshall.
Carlton insiders say that this will be the first in a series of major
developments for Carlton Interactive. It has also been rumoured that
Carlton Online is planning to combine its Popcorn, Jamba and Simply Food
sites into a single rebranded portal.
Carlton chief executive Martin Bowley first hinted at Carlton’s plans
for interactive advertising last week.