Measurability and targeting capability of online TV/video advertising sees rapid industry growth, exceeding all expectations

UTVsubs, the online TV/video advertising network from Utarget, today adds a series of new wins to its portfolio of clients. Including Redrow Homes - this is the first time a housing development company has carried full page TV/video adverts online; Interpoker and Debt Free Direct.

Francis Turner, sales director for Utarget comments, “With online advertising climbing at 66% year on year, brands are shifting budgets away from TV and investing in online. The effectiveness of TV/video advertising online speaks for itself; delivering consumer interaction and engagement in a contextually relevant environment, which is measurable.”

Redrow is the first UK home builder to complement and reinforce its TV activity with a two month online TV/video advertising campaign. Ensuring the user is not interrupted, the online video advert will discreetly download an initial buffer behind selected niche house and home related websites, including Channel 4 Homes online. On completion, the targeted advert will route viewers to the Redrow homepage. The objective of the campaign is to increase brand awareness and engagement, directing measurable and targeted traffic to the site.

Interpoker, the ‘play for fun’ poker room on the Internet, is another new win for UTVsubs. Charged with targeting Scandinavian poker enthusiasts (the highest spending online poker players in the world) and strengthening brand awareness and online presence, the unobtrusive TV/video advert will direct traffic to Interpoker’s homepage. In an already over-subscribed market, the online advert will target niche sites, with the objective of increasing the number of software downloads and players to the site.

Turner comments, “The impact of TV/video, coupled with online’s targeting and measurability capabilities means that more than ever, brands are recognising the importance of multi-platform marketing.”

UTVsubs network, launched earlier this year by Utarget, carries full page TV adverts that can stream up to 60 seconds of superior screen size footage, as well as capture data such as email registration. Visitors who view the TV advert will be routed to a campaign splash page or brand homepage on completion. Unlike other online TV ad offerings, UTVsubs adverts do not take up space on the host site or rely on the user to manually download.

Established in 1998, Utarget PLC is one of the UK’s largest product-led, new media sales houses. The company is made up of two divisions, Utarget Networks; which develops and operates proprietary full page advertising networks and Utarget Media; which owns and manages niche web portals such as Keepthedoctoraway (Health), Financedaily (Finance), Travelconnect and Urban Planet (Youth).


Editor’s notes

About Utarget plc

Trading for five years, Utarget plc is one of the UK’s largest product-led, new media sales houses. The company provides advertisers, and their agencies, with distinctive and unique methods of advertising online. Utarget plc utilises owned and externally managed networks, ad technology and media to deliver web advertising opportunities. The premise behind its range of activities is to offer brands, media and advertising that are targeted, effective and proven to work.

The division, Utarget Networks, represents the company’s network of advertising products from subsites, UTsubs, through to contextual, UTcontextual, advertising. Products are primarily based on full screen web advertising using a variety of owned, managed and proprietary networks. The combined networks are managed across 500 of the UK’s top websites, reaching more than 15million users a month (57% of the internet population).

The Utarget Media division houses online consumer-centric media owned by the company (such as Travelconnect), alongside niche media that is managed by the company (50Connect). UTmedia also sells advertising inventory for a catalogue of carefully selected websites.

The company manages campaigns for, Dell, Dixons, BUPA, Carphone Warehouse, Norwich Union, AOL and Royal Mail through well-known agencies including Diffiniti, Initiative, Harvest, Mediavest, Quantum, MGOMD, Carat, Zed and Advertisers, such as Partypoker, Betfair, Mercury direct and Alertacall, are managed direct through Utarget.


Charley Hayes
immediate future Ltd
T: 0845 408 2031

Published on: 12:00AM on 27th September 2006