Interactive Distributors Inc.
which uses television promotional spots to drive viewers to interest-specific
e-commerce and content Web sites, contracted with EarthLink to promote the EarthLink
Sprint Internet access service.
Los Angeles-based IDI has placed a five-second tag at the end of its 15-second
broadcast promotional spots. The EarthLink tag, which features the EarthLink
logo, 800-customer contact number and voice-over, directs viewers to contact
EarthLink for their Internet services. Spending on the campaign was not
The IDI/EarthLink television promotional spot, which recently began airing,
broadcasts an average of between four to six times per week on each of 36
participating television stations representing eight of the top 10 television
The IDI/EarthLink television promotional spots are broadcast at the end of
programming of specific interest to niche audiences. Viewers visiting their
stations’ Web sites find links to IDI Web sites that include related
information, entertainment and shopping.
“IDI’s business plan is based
on partnering with television stations to provide them with additional revenue
streams through e-commerce and advertising sales,” said Wilhelm Cashen, IDI
chief executive officer. “We barter with these television
stations for broadcast promotional time, and it is this inventory of
television time that places us in a unique market position.”