In an increasing competitive media marketplace, brands need to think even harder to achieve their objectives. When “One Size” no longer fits all, the ability to step away from the norm and use TV differently can make all the difference to the effectiveness of an ad campaign.
The Commercial Development department at ids is designed to help agencies and advertisers use our portfolio differently. We work across the dual disciplines of Sponsorship and Advertiser Funded Programming (including Advertorials and on-air events) creating bespoke solutions to fit advertiser requirements.
Our portfolio of clearly defined channel environments and famous programme brands means that ids is uniquely placed within the broadcast environment to offer sponsorship solutions to advertisers.It is possible to sponsor a single programme, event or a themed package of programmes. The length of sponsorship can also vary from a 12 month sponsorship to a single programme on a particular day.
And because we work closely with the channels when appropriate we will include them in our discussions to create the optimal solution for your requirements.
Commonly asked questions about sponsorship:
What is sponsorship?
Why use sponsorship?
Aligning a brand name and commercial message to a programme allows a close association with its brand values and content, and direct access to a cherry-picked audience, via the target audiences of our channels. Placed in between regular advertising and the programme itself, it guarantees a prime position and a maximum visibility.
Sponsorship is about branding, not just about immediate sales. Sponsorship is the linking of a brand with related content or context for the purpose of creating brand awareness, and strengthening brand appeal in a form that is clearly distinguishable from a standard ad.
The viewers’ perspective
According to Carat, which undertook a major research project into programme junctions, viewers regard sponsorship as a part of the programme itself. This critical distinction means that rather than jostling for attention with other advertisers in the ad break, sponsorship bumpers enjoy a privileged position of exclusivity and familiarity. The research also suggests that in many cases viewers generally perceive sponsorship as a helpful signpost, and sometimes an aural cue if they are listening to the TV waiting for something they want to watch.
Source: Carat Insight, 2003