Web TV launches Kelloggs’ first VOD campaign across short-form video to build consumer familiarity with brand

2010-05-28

Web TV Enterprise is launching Kelloggs' first online video advertising campaign across premium short-form video content to promote its Optivita brand; building consumer familiarity with how the product helps to lower cholesterol.

Kelloggs has previously run online video advertising campaigns across broadcasters' online channels and is now testing new types of relevant content environments across Web TV Enterprise's network of premium publisher channels. A 20 second pre-roll advert featuring celebrity chef Aldo Zilli will run at the end of May and into June.

"We have looked to test additional channels to TV that offer a relevant environment and the opportunity to further showcase the TV creative," said Irene Evans, Optivita Brand Manager. "Broadcast VOD channels are not being used during the May to June burst of the campaign."

The Optivita advert will feature on a selection of female-focused sites including iVillage, Marie Claire, Good To Know, Good Food and What's on TV. 

Poppy Wilson, Digital Account Manager at Carat, the media agency behind the campaign added: "Our aims are to drive high frequency for the name 'Kellogg's Optivita' and also to explain the cholesterol lowering benefits of the product."

"With the quality of video content available on our network, advertisers can now target specific audiences and content environments" said Jamie Estrin, MD of Web TV Enterprise. "The Kelloggs campaign shows the potential for traditional TV advertisers to extend the reach of their TV campaigns to millions of internet users engaging on a daily basis with high quality short-form web content."