Fox Broadcasting chose Adspace Digital Mall Network, owner of the largest in-mall digital advertising network in the country, to display and promote their midseason tune-in for nine series including Alcatraz, House, Glee, New Girl, Raising Hope, American Idol, Touch, The Finder and Napoleon Dynamite.
The effort (12/19/11-1/29/12) consisted of more than 1,000 ad iterations with 18 DMA-specific tags and up to seven date and time tune-ins per DMA. Small important changes, such as local air time information or schedule changes for a show, are stored in the databases maintained and monitored by Adspace.
“Normally a client would need to create video files for each version of advertisement. For example, if Glee is playing in Los Angeles and New York City, each DMA would require a video file for the specific date and run times,” said Bill Ketcham, EVP/CMO, Adspace Networks. “However our “dynamic template” solution allows the client to design only one video file for each show, and the ad automatically populates the correct programming information when it runs. This reduces the creative workload of our television clients, and makes it easier to take advantage of our 32 million unique visitors each month.”