The new channel is the brainchild of Guy Lambert, board account planner at Lowe, and is being trialled through Videonetworks' HomeChoice. In a one-month trail, viewers will be able to access The Ad Chart, which will offer them a choice of 10 advertisements. They will then be asked to vote on how good the ads were, with their answers dictating the ad's ranking.
Ads running on the trial include the new Stella Artois spot, directed by Jonathan Glazer; Reebok's award-winning "sofa" spot; and Nestle Double Cream. All were created by Lowe.
Lambert said: "Currently we're working with very simple ideas and basic technology. However, if it works, which we're confident it will, then it opens the door to a whole range of new advertising possibilities such as five-minute blockbuster commercials, precision one-to-one targeting and financially incentivised advertising viewing."
The advertising industry is worried that the rise of personal video recorders, such as Sky+ and Tivo, will spell the end for advertising. However, Lowe argues that great advertising is loved as much as great television, and that by creating "destination advertising", people will seek it out.
Lambert said: "People will be missing out on conversations down the pub if they don't see the ads everyone is talking about."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
