Embracing the potential of long-form, brand-led content, Sony is innovating further as the first advertiser on Sky's video-on-demand service, Sky Anytime on TV, which offers 'pushed' content that sits on the hard disks of Sky+ boxes, available to view any time.
Sony has placed 30- and 60-second pre-rolls before a selection of programmes and movies, and included a short 'making of' film as a post-roll, promoting it before the programme to encourage viewers to stay tuned afterward. Viewer opt-in to the content, and the combination of push (pre-roll) and pull (post-roll) advertising means they are more likely to engage with what they are watching, allowing Sony to harness truly brand-led creative.
This is the start of a wave of new formats that will revolutionise communication with viewers. Sky is using VOD technology to deliver targeted and relevant advertising messages as a complement to traditional spot ads. As a pre-roll, the spot will become more important in the provision of on-demand programming.
Agency: Fallon.
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