Online television company WeDigTV is launching an online TV channel dedicated to advertising campaigns. It has signed up packaged goods giant Reckitt Benckiser as its first ad partner.
The channel launches with four rotating ad campaigns from Reckitt’s portfolio Gaviscon, Vanish, Cillit Bang and Strepsils. Each ad will include an interactive element to draw in viewers, a technique that WeDigTV says has proven its success over recent months with around 60% of the site’s 2.5 million unique monthly users taking the time to interact with ads between shows.
WeDigTV, which launched earlier this year, says the new channel aims to highlight that advertising can be entertainment in its own right. It adds that it is expected that the channel will become more popular as the level of interaction grows.
WeDigTV director Anthony Rushton says: “With traditional TV advertising response rates dropping like a stone, the potential that online ads offer for interactive, measurable campaigns is increasingly important to marketers. For a long time people have claimed that TV ads can’t work online, but the responses we’ve had since our site launched earlier this year suggest otherwise.”
He adds that the new channel aims to find out “exactly how far our viewers will let us take that idea” and that a standalone channel will help create more exciting interactive advertising.
The WeDigTV network includes eight programme-driven channels featuring shows such as Deal or No Deal and Who Wants To Be A Millionaire?. Each show includes one interactive ad break every five to seven minutes.