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ntl and Telewest appoint 24/7 for DTV ads

# 28 September 2004, 16:33 by Frank

ntl and Telewest have today pledged their interactive advertising accounts to marketing agency 24/7 Real Media, which will become exclusive ad sales representative for both companies, making their technology platforms even more similar in preparation for merging.

24/7 Real Media will sell and serve ads to digital TV subscribers tuned in to ntl and Telewest, which have long been expected to attempt a merger.

The set up, delivery and maintenance of the companies’ ad campaigns will be managed by Real Media’s Open AdStream, which comes with reporting functions to measure the success of an individual campaign.

Red button interactive advertising has been a real success for many pioneering brands, such as BSkyB, which have primarily tested response via the digital TV medium with offers, competitions, applications and extended video footage.

Visitors of this website will remember with fondness our friend Ashley Grossman, who has been in hiding since closing down nthellworld.com. He has now resurfaced, and had this to say: “We have been using Open AdStream for some time and we are excited to extend our relationship to incorporate ad sales for our DTV initiatives. We are confident that 24/7 Real Media is the right company to unlock the potential that exists for advertisers.”

Real Media is the same company who previously put live ads on ntl’s customer internet portal ntlworld.com that informed customers that their machines were infected with a virus. It was later revealed this ad was for “testing” and should never have gone live.

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