Upfronts: CW Helps Advertisers Play Games With Viewers

The CW Network introduced Upfront Week's two most ambitious new ploys to�keep digitally savvy viewers from skipping past its ads. The first is a Bingo-like game called CWingo: Viewers will go to CW.com or Facebook to find a card with images from a show, and cross off squares when the image on the card matches what's on the screen. "Watching commercials earns viewers more squares," CW entertainment president Dawn Ostroff told advertisers today. Winners will receive prizes, of course.�Another new service, called Shoptick, also�will enable advertisers to reward viewers who watch their commercials.�CW shows will�have a visual cue telling viewers to turn on their smartphones before the Shoptick�ad airs.�Spots will ask consumers to do something to�"identify that they?re watching the ad," Ostroff says. CW's�efforts to�lure young viewers who watch shows online to also watch commercials appear to be paying off. The network says�94% of the digital media ads run to completion. Execs say that online viewing of CW shows is up�55% this year and online viewing time is up 175%. Only 7% of these people also watch the shows on TV.

Source: http://www.deadline.com/2011/05/upfronts-cw-helps-advertisers-play-games-with-viewers/

Christina Ricci Chyler Leigh Ciara Cindy Crawford Cindy Taylor Cinthia Moura