Ford conducts Edge campaign with CTV
Ford Motor Company of Canada has begun a campaign with CTV in support of the 2007 Ford Edge. The campaign includes conventional television commercials and digital advertising through the CTV Broadband Network and the CTV Video News Service. According to CTV, Ford is the first advertiser to make use of its new multiplatform distribution strategy. At the CTV.ca website, 15-second video ads and related banners have been attached to the broadband News Channel, which offers hourly recaps from CTV Newsnet and segments from the CTV National News, W-Five and Canada AM. A video ad is also running during the opening sequence of CTV News updates downloaded to Bell Mobility cell phones through the network’s Video News Service. “Ford has really embraced the new marketing landscape, leveraging a perfect mix of targeted broadcast promotion with the ability to reach younger consumers in new and innovative ways,” said Kris Faibish, vice-president of digital media at CTV. “CTV's Broadband Network and Mobile Video News Service offer advertisers a unique and effective way to communicate with their targeted clients.” The campaign was planned by Ford’s media agency, Mediaedge:cia. Advertising for Ford is handled by Young & Rubicam. The campaign will run through September.