Magazine article Marketing

MEDIA: ITV DIGITAL CRISIS - Great Ads, but ITV Digital Was a Flawed Offer

Magazine article Marketing

MEDIA: ITV DIGITAL CRISIS - Great Ads, but ITV Digital Was a Flawed Offer

Article excerpt

When we met ITV Digital a year ago it was clear that the digital TV market was entering a crucial stage. Growth was slowing and the prospect of a zero-sum game developing between the protagonists loomed large. Sky had few weaknesses, apart from the Achilles heel of its brand. It was respected and revered, but not loved.

ONdigital was falling short of targets. Our only hope was to become the people's choice.

The aim was to help people understand what the 'TV revolution' actually meant. We had to ask all the questions and answer them there and then.

And we wanted to do the advertising in a way people hadn't seen before.

Enter the double act. The idiot who asks all the questions teamed up with the smart guy who had all the answers. Put them in front of the telly and - just because it seemed like a good idea at the time - make the smart guy a knitted monkey.

What followed was beyond everybody's wildest dreams. Millward Brown's tracking studies went off the scale, retail sales trends reversed overnight to outstrip Sky's by two to one.

Then came September 11. ITV's ad revenues tumbled and Sky hit back with a below-the-line drive that cut ITV Digital's lead in retail. …

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