• by David Goetzl , October 9, 2006

Verizon said Friday that it is beginning to spend "a significant amount" of its massive ad budget on its fledgling FiOS TV product, although the telco declined to release financial details.

FiOS, which so far has limited availability, is a key part of Verizon's strategy to challenge cable operators that offer a "triple-play" of phone, cable and Internet service. FiOS TV enables Verizon to complete the trio.

The company said its brand-building/awareness effort for FiOS will resemble the effort for its Verizon Wireless offering.

Verizon, which has run TV ads for FiOS in markets such as New York, where the service is available on Long Island, said it is also relying on online initiatives, including links with the ABC hit "Lost" and the Xbox. IPG interactive agency R/GA is assisting Verizon.

Andrea Fant-Hobbs, Verizon's vice president of brand management, said in a statement that the company is looking for ways to ensure that online and offline campaigns work in concert.

Last week, an executive at Verizon competitor Sprint--Anita Bajaj Newton, vice president of marketing--said that integrated campaigns directing consumers from the TV to the Web have been hugely successful for her company.

At a panel discussion in New York, she said Sprint has seen Web traffic increase by up to 30 percent soon after promotions in broadcasts, such as the NFL on CBS and NBC.

"The sweet spot is to integrate online and offline," Newton said.