Domino's VoD promotion to launch on Channel 4 and ITV websites

by Sarah Crawley-Boevey, Media Week 26-Aug-08, 15:00

LONDON - Pizza chain Domino's is to promote its latest product with a video-on-demand ad campaign on Channel 4 and ITV's websites.

Arena BLM has placed the campaign, consisting of 30-second pre-roll ads, before all downloads of the entertainment and sports content on ITV.com and 4oD, until 5 October.

The deal, which kicks off on Thursday (28 August), is designed to reach Domino's Pizza's target audience of 16 to 34-year-olds. It follows previous high-profile ad spots by the company, as well as sponsorship of The Simpsons and Britain's Got Talent.

The advertising will not be exclusive, but will share its spot with another brand in the 60-second pre-roll spot.

The creative, by Big, shows a close-up of the new American Hot pizza being prepared, with a voice-over from Welsh actor Rob Brydon, accompanied by Marvin Gaye's "Let's Get it On".

Robin Auld, sales and marketing director at Domino's Pizza, believes the video-on-demand medium is the "perfect environment to reach our target audience", saying pre- rolls have a high impact and "avoid the clutter of traditional TV ad breaks".

Free and paid-for programming on 4oD often reaches a weekly audience of 1.2 million, while ITV.com can clock up 2.5 million plays a week.