Firebrand to transform commercials to content

Global - Firebrand is a new opt-in entertainment and marketing outfit that showcases advertisements on a tripartite platform of TV, web and mobile, with big-wig investors like Microsoft, NBC Universal, GE and ION Television.

To measure ROI, advertisers will get a diagnostic tool which integrates industry standard television and online response data allowing them to get TV viewing alongside online clicks for specific spots and offers.

John A. Lack, CEO and co-founder said, "Firebrand enters the media landscape as the era of the commercial interruption is coming to an end. We curate the best TV commercials and promotions from around the world - connecting consumers directly with their favorite brands in an integrated environment. Our multi-tasking audience can find us on every platform. It's an environment where they can watch, win, shop and share."

It allows personalisation and consumers can create playlists and share their favorite spots. ‘Commercial Jockeys' or CJs will aim to brand commercials as art and guide viewers through the spots, contests and promotions. It would be targeting mainly at the "Gen Y/Millennials", according to Firebrand, who are the people that consume pop culture, share commercial content, have purchasing power of more than US$200 billion (S$300.36 billion) a year and account for 40% of internet shopping.

Launching on 22 October on the ION Television Network to 94 million households, global audiences will be able to access the content through the web on hand-held mobile devices through iTunes, and in the works, MSN.