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June 17, 2010

4oD and BT Total Broadband launch ad partnership

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by Janet Harris

BT Total Broadband will become 4oD’s first advertising partner with the launch of a three-month ad campaign on 18 June.

Pre-roll ads for BT Total Broadband will run across content on all 4oD’s internet channels, including Channel4.com, YouTube and SeeSaw.

The campaign will include a content lounge on 4oD, on Channel 4.com, which will be fully branded BT Total Broadband.

This makes BT Total Broadband the first ever advertiser to be offered a bespoke video player on 4oD.

To mark the campaign launch, the first episode of the new series of The IT Crowd will air on 4oD, with a BT Total Broadband ad scrolling across the bottom of the screen during the broadcast.

The content lounge will also offer updated exclusive content extras from programmes such as Hollyoaks, Come Dine With Me and Big Brother.

Lindsay Flemons, Commercial Manager at Channel 4 Future & Digital Media Advertising, said: “4oD was always going to be a perfect fit for BT Total Broadband but we wanted to create a campaign that went further than traditional online advertising.

“We believe that the combination of exclusive content and bespoke branding will provide BT Total Broadband with a powerful platform to reach its relevant audience and I’m very proud of this campaign.”

Story link: 4oD and BT Total Broadband launch ad partnership

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