Nickelodeon launches digital TV ads
- Added:
- Mar 22, 2005
Nick Jr. is the first UK channel to use Electronic Programming Guide (EPG) advertising to encourage viewers to access its programming.
The ad includes a clickable Nick Jr. banner, which links to a micro-site displaying an index page of forthcoming programmes, games, competitions and show information.
The index highlights “What's on Nick Jr.” between 8am and 8pm and refreshes hourly in line with the channel’s programme schedule.
Sarah Mieran, marketing manager for Nick Jr., said: "The technology allows us to influence viewers right at the point where they are choosing which channel and programme to watch."
The first campaign went live on 14 March to promote and build awareness of “Dora the Explorer” and of the special “Dora Day” which is planned by Nick Jr. for 27 March.
The EPG banner includes interactive elements for children to explore more with Dora and her monkey boots, a bonus half-hour programme and a variety of games, as well as access to all other TV listings.
Using 24/7 Real Media's technology Nick Jr. will be able to measure the success of the campaign by tracking click-throughs and recording viewer ratings.
David Ratcliffe, director of DTV at 24/7 Real Media, said: "With 90% of cable viewers using the EPG, it is a great way of reaching a large audience and of highlighting programmes and channels which viewers might not previously have watched."
