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Cingular’s VOD Ads Outperform Expectations

Sep 19, 2006  •  Post A Comment

Cellular provider Cingular Wireless said Tuesday its early work with video-on-demand advertising has outperformed its expectations by more than a third.

The advertiser began a major campaign at the start of the year across VOD networks including RipeTV, Havoc, Music Choice, Concert and TV Guide. In the first two months of that campaign, those networks delivered more than 17 million views for Cingular, said Vance Overbey, executive director of advertising for Cingular, during a Cabletelevision Advertising Bureau event in New York. Those impressions represent a 36 percent overdelivery of its guarantees, Mr. Overbey said.

“These are not big numbers, but it’s a great start,” he said. “We are very bullish on the growth of VOD.” VOD is still a small portion of Cingular’s advertising budget, but it has a “big-time future,” he said.