O2, Honda, EMI and Samsung are among the first advertisers to run video ads across Microsoft’s new entertainment hub for the Xbox Live platform.
Microsoft has struck an exclusive ad deal with VivaKi to let clients of Starcom MediaVest Group and ZenithOptimedia run video ad campaigns across the new entertainment apps on the Xbox 360 console, which includes LoveFilm, Channel 4, Channel 5 and YouTube, until next March.
E1 and Emirates are also to run pre-roll ads on the hub.
Microsoft kicked off its strategy to reposition itself as the living room’s entertainment hub of choice when it revealed a string of tie-ups with content partners worldwide (nma.co.uk 6 October 2011).
Until yesterday, Sky was the only broadcaster to have a presence on the platform, but Xbox users will soon have access to the TV catch-up players of broadcasters Channel 4 and Channel 5 in the run-up to Christmas. Meanwhile the BBC will launch on the console early next year, and ITV is also in the midst of talks with Microsoft for its own launch.
The new entertainment hub went live yesterday with LoveFilm (nma.co.uk 5 December 2011).
Xbox’s senior director of Live Advertising for EMEA Dean Carignan told new media age that the increase in video content places Xbox in both the online and TV ad buying space (nma.co.uk 7 December 2011)
“There is more video content on the service, so there are more opportunities to do 15 or 30 second spots,” he said. “That’s why the announcement of all the content partners is so significant for us, because it really starts to create the environment where you can start to add TV ads into.”