Sony TV Launches Online Ad Platform
Sony Pictures Television debuted its online platform for Latin America, which enables advertisers to integrate their products into video content offered by SPT's cable sites: www.canalsony.com, www.canalaxn.com, and www.animaxtv.com.
Participating SPT digital clients include Ford, Telcel and Sony Electronics. The new online division is led by Juan Carlos Sanchez, SPT ad sales business development director for Latin America, based in Miami.
According to a recent Nielsen study, 70% of the world's consumers spent time watching online videos during March 2010. To capitalize on that trend, SPT is focusing on two initial Web shows: "Urban Wolf" and "Private." The third effort is the Video Game Awards. SPT's online miniseries allow advertisers to promote their products through video pre-rolls and post-rolls between 5 and 30 seconds in length.
"We've noticed an increasing trend by Latin American consumers, even more than in Europe and the U.S., in repeatedly going to the Internet in search of high-quality entertainment videos," stated Irving Plonskier, SVP/GM, Sony Pictures Television Ad Sales Latin America.
"Urban Wolf" will offer 15 four-minute Webisodes targeting males between 18 and 34. The miniseries was launched at Comic-Con and was praised as best drama at the American Film Institute's 2009 Digifest.
Filmed on location in Paris, "Urban Wolf" stars Vincent Sze as a former MIT student who travels to Paris for a job interview. Walking the streets of the city, he sees surveillance cameras follow his every movement, upping his paranoia and testing his survival instincts.
"Private," the second miniseries, was created by the producers of "Gossip Girl." It has 20 Webisodes, lasting between four and six minutes each, and targets women 18-24. "Private" takes place at a prestigious boarding school where fashion and money collide with envy and murder.
"Clients have realized that online video advertising facilitates the dialogue with their customers, increases brand awareness, attracts potential buyers, and strengthens brand loyalty," said Plonskier.