LOVEFilM adopts ad funded model
Posted on May 2nd, 2007 by freedvdtrials.com
Online DVD rental company LOVEFiLM.com is to offer free film downloads sponsored by advertisers with Volkswagen the first client to be involved. LOVEFiLM will initially offer titles for free rental and they will be delivered via a desktop manager and accompanied by a Volkswagen advertisement streamed direct to the desktop.
The ad will run while the film is downloaded and the first free rental film to be made available will be the romantic thriller The Cooler.
The car manufacturer’s branding will appear across the LOVEFiLM site. The deal was brokered through Unanimis Consulting and Volkswagen agency Tribal DBB. Volkswagen has initially signed up to sponsor 100,000 downloads.Simon Calver, chief executive of LOVEFiLM, explained that the strategy had been developed to encourage film lovers to embrace move downloading and enjoy longer content than virals and trailers. So far barriers to download take up have included fears over payment systems and the technology.He added: “It’s a great opportunity to get people into downloading. An alternative is that people are doing it illegally.”LOVEFiLM was the first company to offer download to rent and one of the first to offer download to own. It is also introducing a download to burn initiative, priced at £9.99 a film.Calver said that the company would be looking for advertiser partners that were relevant to its audience and suited the medium.The company recently launched an advertising campaign to bolster brand awareness. It has 500,000 active subscribers but believes there is potential to become the leading home entertainment distributor and has a second wave of ads planned, including viral activity.
LOVEFiLM is thought to be preparing for a possible sale or flotation.
Lovefilm ponders £100m flotation
3 MONTH FREE TRIAL DVD’S & GAMES @ lovefilm
Discussion Area - Leave a Comment