By Daisy Whitney
ATLANTA—Cellular provider Cingular Wireless L.L.C. said its early work with advertising on video-on-demand TV offerings has outperformed its expectations by more than a third.
The carrier began a major advertising campaign at the start of the year across VOD networks including RipeTV, Havoc, Music Choice, Concert and TV Guide. In the first two months of that campaign, those networks delivered more than 17 million views for Cingular, said Vance Overbey, executive director of advertising for Cingular, during a Cabletelevision Advertising Bureau event in New York. Those impressions represent a 36 percent “overdelivery” of its guarantees, Overbey said.
“These are not big numbers, but it’s a great start,” he said. “We are very bullish on the growth of VOD.”
VOD is still a small portion of Cingular’s advertising budget, but it has a “big-time future,” he said.
Daisy Whitney is a reporter for TV Week, a sister publication of RCR Wireless News. Both publications are owned by Crain Communications Inc.
