El Cartel, ARD, ZDF, Viacom Brand Solutions, Premiere, DSF and Tele 5 adopt the new structure / New system to come into force on
1 January 2006
July 2005 In order to make it easier for customers and agencies to handle the new forms of advertising beyond the classical advertising block, ProSiebenSat.1 marketer, SevenOne Media, and RTL marketer, IP Deutschland, have decided to harmonise their product ranges. In future both companies will be offering special ads in three categories, in addition to classical commercials: "Sponsoring", "Special Creation" and "Exclusive Position". The RTL II marketer, El Cartel, ARD, ZDF, Viacom Brand Solutions [MTV], Premiere and the German sports channel, DSF and Tele 5, will also be adopting the new system. The harmonised structure will come into force on 1 January 2006.
In future the "Sponsoring" category will include all types of sponsoring, such as programme sponsoring, trailer sponsoring and title and heading sponsoring. The "Special Creation" category includes all forms of advertising that are individually designed and implemented for the customer in question, e.g. the split screen, "Move Split", and competitions. The "Exclusive Position" category brings together all forms of advertising that are characterised by particularly exclusive positioning, e.g. individual spots or split screens that are closely related to content.
In addition IP Deutschland and SevenOne Media have agreed to give identical names to the Special Ads that both marketers have in their portfolios. This includes, for instance, all types of sponsoring, the split screens, "Move Split" and "Program Split", and the Promostory [formerly Telepromotion].
Dr Andrea Malgara, Managing Director of Marketing & Research at SevenOne Media: "Special Ads are increasingly being used to reinforce classical campaigns. This year as well the market for Special Ads will continue to grow at double-digit rates. As transparency is the key to every market, we have taken an important step in this direction with our harmonised product range. The subject of Special Ads will therefore become increasingly important in the future as well."
Thomas de Buhr, Sales Director for Special Ads at IP Deutschland: "Television is now the only medium to have a portfolio that is designed from the point of view customers' wishes. Broadcasting stations are now consciously giving even greater consideration to market demand. We are very pleased that we can now offer our customers this solution across the whole of television."
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