Procter & Gamble has signed up to advertise its Herbal Essences shampoo on Amp’d Mobile in 15- and 30-second spots before and after programming on Amp’d’s video channels, such as Break TV, the History Channel, A&E, Biography and the Amp’d College Football Season Pass. Amp’d will also reformat some programs to allow for TV-style ad breaks. Amp’d claims 50,000 subscribers, and has plans to offer discount packages to people who provide their demographic details for targeted advertising. Apparently the deal is “running at cost-per-thousand rates of $150 or more”.
I’m not sure Herbal Essences shampoo is a good match for Amp’d’s target audience of extreme sports junkies, but the guys at P&G know a whole lot more about advertising than I do.
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