Packet Vision - Packet Vision and Arena BLM deliver targeted addressable television ad campaign for Gut records

Packet Vision and Arena BLM deliver targeted addressable television ad campaign for Gut records

IPTV enables addressable advertising campaign to target a pure demographic of university students

London – 3 July 2008: Packet Vision, the pioneer of advanced video advertising, and Arena BLM, the Havas-owned media planning and buying agency, have delivered a targeted television ad campaign for the UK music label GTV Recordings (part of the Independent Gut Records group of companies) on Channel 4 over an IPTV network.

Packet Vision delivered a television audience composed purely of students and targeted at university halls of residence through Inuk’s Freewire service - an IPTV network which provides triple play services to universities across the UK. Arena BLM planned a run-of-schedule campaign for the GTV release True Hardcore 2 on Channel 4 during day time as well as prime time.

Barry Llewellyn, VP sales and marketing at Packet Vision said: “Advertisers like GTV want the impact of television but just for specific demographics instead of a mass market audience. By delivering targeted audiences with a high level of granularity Packet Vision is proving how powerful IPTV can be.”

Caroline Binfield, Business Director of Television at Arena BLM said: “This innovative technology allows our client to target niche and highly relevant audiences such as students which will drive improved efficiency of the advertising campaign and ultimately better business performance.”

Karen Meekings, MD at GTV Recordings said: “In the highly competitive world of compilation marketing we are always looking for new and innovative ways of reaching and connecting with our buying audience. On this project we are very happy to be working with BLM and Packet Vision who are providing a welcome new route to reach our target group for True Hardcore 2.”

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About Packet Vision
Packet Vision is the pioneer of advanced video advertising. Its managed advertising service provides highly granular targeting on the basis of lifestyle and location over IPTV. As the service develops it will also include mobile TV, web TV and future video platforms.

Packet Vision has developed an innovative delivery platform based on IP technology, together with a low-risk, low capital-investment business model. It allows generic commercials to be replaced with specific, targeted ads, achieving a high level of granularity. The service supports local ad insertion, and enables advertisers to select their audience according to demographic or geographic profile as well as personal preferences, psychographics, interests and viewing habits. The same ad avail can then be sold many times over, substantially increasing its value per home and improving the relevance of advertising for TV viewers.

Since its launch in 2004, Packet Vision has announced commercial trials in the United States and Europe, and has partnered with market leading IPTV network operators, middleware and application providers, broadcasters, advertising agencies, aggregators and advertisers. The company has offices in the UK, the US and France.

For more information, please visit www.packetvision.com