Digital Choice: Sony Bravia

by Ian Kenny, Commercial director, Decipher Group, Marketing 02-May-07

Much has been written about the Sony Bravia 'Paint' ad, which is a remarkable piece of content. It communicates clearly the brand values that Sony and its agencies have worked hard to build.

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.