Granada Media Interactive, the online arm of Granada Mediasales, is
building a new-business development unit to attract traditional
advertisers that do not use television or the internet.
Business development controller Damon Letzer has been brought across
from Granada Mediasales Satellite and Cable to help set up the
division.
While at GMS&C, Letzer built a portfolio of clients by offering packages
that included help with the creation and production of ads. His team
also stressed the potential benefits of targeting audiences through
tightly profiled channels such as Granada Men and Motors.
At GMI, Letzer and his team will offer first-time advertisers space on a
range of websites. By taking space on the sites they will gain
association with television advertising.
Letzer explained: ’It enables smaller brands to become associated online
with high-profile television slots such as Coronation Street. During
peak-time ad slots, the URL for the linked site appears on the TV,
driving the audience to the website.’
Letzer is targeting classified advertisers such as Exchange & Mart.
The new-business division will also be responsible for selling GMI’s
websites to media agencies. Letzer will report to Kevin Baverstock, head
of sales at GMI.
Heading a team of three, Letzer will seek sponsorship opportunities,
banner advertising and advertorials, such as Peugeot’s broadcast on
Granada’s cable and satellite channels last year (Media Business, 13
December).
Baverstock said: ’GMI is looking to generate new revenues from agency
business geared towards non-internet advertisers.’
GMI was launched in December 1999 to exploit the commercial potential of
Granada TV’s online services, including G-wizz.net.
Key advertisers on GMI websites include Lycos, Tesco and Virgin.
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