• by Lynn Russo , December 29, 2005

IPE digital entertainment says it has found those elusive 18- to 34-year-old males -- on RipeTV. The network broadcasts three- to 15-minute free on-demand programs with embedded skip-proof ads over cable, broadband, and mobile devices. The shorts appear on Comcast On Demand digital cable, Ripe.TV, MSN, Akimbo, and Comcast.net, as well as through mobile devices.

Launch advertisers, including Dodge, Procter & Gamble's Old Spice, Boost Mobile, and Midway Games, are paying by the number of views received. In a test last summer on Comcast VOD-enabled systems, RipeTV generated 3 million views without marketing support.

"RipeTV provides a chance to understand how consumers consume content in add [Attention Deficit Disorder] fashion, and how we might be able to integrate ads with content in a way that still holds their attention," says Amanda Richman, senior vice president and group director of strategy development and innovation at MediaVest Worldwide, which handles media buying and planning for P&G.

The data recorded includes the number of unique set tops, total number of viewing households, total number of views, day parts, days, and length of viewing, Richman says. The Old Spice campaign went live at the end of October and will run through 2006.