I saw a very cool advertising format on television yesterday, on yesTV of all channels.
I hadn’t heard of yestv and after a little Googling I was surprised to find out that it is the former Crossroads Television – let’s just call it the Christian Channel – that is owned by Crossroads Christian Communications, and shows predominantly faith-based programming, such as televangelists and 100 Huntley Street.
Allow me to digress for a minute before I get to the ad format. Here’s how yestv came to be:
On August 12, 2014, Crossroads announced that it would relaunch CTS as Yes TV on September 1, 2014. Describing the new brand as “embracing positivity and approaching the world with an affirmative position”, the re-launch coincided with the announcement that it had picked up several new secular reality and game shows for the 2014-15 season, including America’s Funniest Home Videos, American Idol, Judge Judy, Jeopardy!, The Biggest Loser and The X-Factor (UK).Wow, talk about shows that EMBRACE POSITIVITY and APPROACH THE WORLD WITH AFFIRMATIVE POSITIONS.
Anyway…as I was absorbing the positivity and life affirming attributes of Alex Trebek’s Jeopardy! (I think maybe it’s the ! that gives it that positivity) a banner the width of the TV screen and about one fifth the height – essentially the same dimensions as an internet banner ad – rose into the frame for about five seconds (I can’t remember what it was advertising) and then sunk back down.
I had not seen this before, but I bet we are going to see more of it. And when it has a call to action like ‘go to this website now’ it is going to be an extremely effective and measurable bit of advertising.
Look out for it.