Advertisers take over the Advertorial - and in some style.

Posted on May 21, 2006
Filed Under Insights |

In the past advertisers paid for advertorial, ads backed by pallid, unconvincing editorial. IP TV changes that. Brand managers can now go editorially creative in their own right.

Two recent examples: Landrover TV and Nike’s� Joga TV. These are exciting developments.

Using the Narrowstep platform LandRover TV’s Go Beyond site celebrates achievements in adventure sports. Not confined to motors it also does travel (Great Palaces), Lifestyle (interiors), even cocktails.

Maven’s Joga TV� is less ambitous in breadth but it couples the Nike ad series, Joga Bonito fronted by soccer legend Eric Cantona, to compelling visuals on soccer artistry starring the likes of Ronaldhino and Ronaldo. Maven’s fame claim of course is that it pioneered High Definition images� over the Net which gives it a strong claim on the attention of brand advertisers. Joga TV also allows viewers from all around the world to upload soccer tricks’ videos and it’s supported by Joga.com, a soccer playing portal created by Nike and Google.

“Maven’s technology allows Nike to directly reach its audiences with an interactive experience that genuinely demonstrates the future of Internet TV, and enables them to accurately target and measure their campaigns. True Internet TV channels are redefining how online content is distributed, experienced and monetized,”� say the Mavenizers.

NIKE is following in the sneakersteps of trail blazers like Mountain Dew, Bud and others. Landrover though is consolidating a deeper principle, that adverts-as-entertainment, and niche� customer websites are one thing but brand managers may also be capable, willing and ready to manager whole TV channels.

Watching these initiatives evolve� it becomes clear why terrestrial TV companies are desperately looking for product placement ideas. Is time running out for regular TV?�

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