Tuesday, February 19, 2008
Cross Promotion and Integrated Advertising
In cable television there is something known as "Cross Channel Promotion." Cable Networks like CNN, MTV, ESPN, Sci-FI, etc. and Local Affiliates like Los Angeles Time Warner Cable, Glendale Charter or Orlando Bright House etc. will work together to cross promote cable channels. The cable network will create a thirty second television commercial that advertises a new product, service or show and they will leave the last five seconds of the spot clear of voice over so that the local affiliate can ad their own voice over to explain how the commercial relates to the local market. Then the local affiliate will play the spot on another cable network in an "Avail" (an advertising break that hasn't been sold.)
An example of this would be a spot that Spike TV creates to advertise a new season of Ultimate Fighter on Spike TV and the local Orlando affiliate would tag the last five seconds of the spot telling viewers what channel they can watch the new show on. Then the local affiliate will run that spot on another channel like ESPN.
Just like there is a good chance that guys who watch ESPN might be interested in watching Ultimate Fighter there is a good chance that guys who watch Rhett and Link might be interested in watching iJustine.
The new Rhett and Link video Dead iPod Song posted yesterday has iJustine in it and is a great cross promotion with an Integrated Ad for iresq.com.
Nice work guys!