The "beyond the spot" initiative showcases the various ways, such as sponsorship, branded content and advertainments, that advertisers can build deeper relationships with ITV viewers.
ITV Sales has sent 6,000 CD-Roms that identify 12 benefits that brands can achieve through non-spot advertising to agency planners, media buyers, creative directors and advertisers .
The benefits include increasing brand appeal, shifting brand perception, data capture and announcing new product use. ITV cites recent work for the Ford and Tio Pepe brands as examples.
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