Ids drives growth of new ad break formats

Ids, the advertising sales house, is bolstering the number of new ad break formats it produces, with the launch this week of a movie-themed break on Virgin Media TV’s Bravo channel.

Citroen campaign
Citroen campaign

Brand including Coke Zero, Citroen and Burger King will feature in ad breaks during the airing of the movie The Lost Boys this Friday (July 17).

The ads were chosen because of their cinematic themes. The break will begin with Coke Zero and its current “Mission Impossible” creative, and then continues with the “Ghostbusters” themed Citroen C3 Picasso.

The break will also feature Anchor Butter’s “The Great Escape” and Thorpe Park’s “Saw”. It will then continue with Burger King’s “Transformers”, Strongbow’s “Braveheart”, with the final spot being taken up by Lovefilm.

The break, which was co-ordinated by ids business development executive, Dan Long, is the latest in the Break Innovation Project being trialled by the sales house aimed at increasing viewer engagement during ad breaks.

Ids says it is planning to dramatically increase the number of themed breaks and new break formats during programmes, and is already seeing increased interest from advertisers.

It first trialled the themed breaks during the launch of Blighty on February 17. It has since launched similar ad initiatives on Virgin1 when it rebranded on June 9 and Britain’s Next Top Model.

Last month, during the series finale of Grey’s Anatomy Series 5, Living ran an “Anagram” puzzle break in which the initial letter of each brand included in the break could be rearranged to spell the name of a character from the US drama. The puzzle was announced in continuity immediately prior to the break.

Ids is planning to launch more puzzle breaks with the possibility of competitions being introduced involving the advertisers in certain breaks.

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