German agency Pilot Screentime have launched the first pan-European campaign on LG Smart TVs. The campaign is for New York, a fashion chain, and will be running across nine European countries. The campaign features ‘sponsorship and promotion areas’, pre-rolls, and a connected TV landing page. Ad serving will be handled by Smartclip, who (as VAN reported in July) manage LG’s inventory in Europe, Russia and Australia.
Damian Rodgett, CEO of Screentime Pilot said, “Smart TV has arrived in the homes of German consumers, which adds an additional important media channel that enjoys high levels of engagement. Our pan-European Smart TV advertising campaign complements the multi-screen approach and gives us a creative, emotional and opinionated dialogue with our target demographic. New York’s video content is no longer confined to the TV networks, but is now available on smartphones and of course on the large Smart TV screens in their living rooms. And that’s where we come in, because we have for the first time the opportunity to enter into a dialogue with the consumer via the large screen in the living room.”
The LG Smart TV platform is used across LG Smart TVs, Smart 3D Blu-Ray players and the Smart TV Upgrader (set top box) set up. “The LG Smart TV advertising platform gives us a direct connection between our two main TV channels and online media. For New Yorkers, the combination of very prominent advertising formats in new settings on big-screen TVs with the already successfully established, targeting on ad serving technology is a very interesting branding option, “explains Silvia Lange, Head of Marketing at New York.