PointRoll Pointing Toward TV

Targeting TV program marketers, rich media provider PointRoll has teamed up with Tribune Media Services to launch a new online ad format designed to deliver tune-in information directly to Web users. Dubbed ChannelFinder, the new tool attempts to generate interest in an advertiser's programming by showcasing promotional content such as video clips, interviews, interactive polls or games.

The ads are also enhanced by localized TV listings data from TMS, which promotes viewership by offering specific channel information based on a user's location and TV provider, along with a call-to-action message.

"The partnership with Tribune Media Services fits perfectly," said Jason Tafler, PointRoll CEO. "ChannelFinder allows for real-time and future updates to be delivered right to the consumer."

PointRoll is offering full production and creative services to produce the ads, as well as metrics and reporting for marketers to track and optimize the ads' performance with audiences.

Along with the BBC and the Discovery Channel, the MLB Network and its partner agency, MediaStorm, are among the first marketers to use this new integration. For a new campaign, MLB wanted to communicate tune-in information by cable provider to sports fans.

MediaStorm assessed the options in the marketplace and decided that ChannelFinder would be the best fit for this campaign for its ability to connect the audience to programming via a simple and engaging platform.

TMS clients include Comcast, Cox, DirecTV, Dish Network, TiVo, IMDB, Yahoo, AOL, The New York Times and USA Today.

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