Sony Playstation debuts new online video advertising format with Tekken 6 campaign

2009-11-13

Sony Playstation will be the first brand to trial a new online video advertising format, called pre-roll ‘IMPACT,’ with a Tekken 6 launch campaign running across Bauer, IPC Media and Mondo Media video channels this month.

The new advertising format was created by the UK’s leading video advertising network Web TV Enterprise, with the aim of increasing viewer engagement and brand awareness for major product launches.

Pre-roll ‘IMPACT’ is an extension of the standard pre-roll advert which, when initiated by the user, serves an advert in a full screen window. When the video advert has finished the player returns to its original size and starts to play the requested content.

The Sony Playstation campaign was booked through media agency Manning Gottlieb OMD.

“The online video advertising market is developing rapidly, and Web TV Enterprise has created a new form of pre-roll advert that will allow brands to have maximum engagement with consumers on relevant video channels,” said Jamie Estrin, MD of Web TV Enterprise. “We previously launched pre-roll branding and pre-roll click formats, and our latest ‘impact’ format is set to become the next big development in online video advertising. The adverts begin only when the user selects a video clip, and after being viewed in full screen, the user automatically returns to the selected video content with minimal intrusion.”

Sony Playstation will be testing pre-roll ‘impact’ adverts as part of a campaign to launch Tekken 6; the latest edition of the cult fighting game. Web TV Enterprise will be running the adverts on related video channels within its network, including Bauer’s FHM.com, IPC Media’s Nuts TV and Mondo Media.

“The Tekken 6 release is a great campaign to debut Web TV Enterprises’ pre-roll IMPACT advertising format,” said Dan van Leeuwen, Senior Planner/Buyer at Manning Gottlieb OMD. “The full screen demands attention; giving brands an ideal opportunity to engage with their target market. This new format is a key step in the development of online video advertising.”

The ‘IMPACT’ advertisements will feature popular characters from the Tekken gaming series and game-play clips from the latest instalment which was released on 30th October 2009.