Goodyear blimp goes electronic in a bid to beat ad-zappers

Akron, Ohio - Goodyear has struck a deal with TV broadcaster NBC to put advertisements on TV screens that aims beat the latest trend for viewers to skip the ad-breaks.

In one part of the deal Goodyear will use its fleet of blimps to provide aerial platforms for NBC cameras covering sporting events including the Winter Olympics.

In another part fo the deal, NBC will use a Goodyear-branded blimp logo to 'float' across the viewers' screens carrying advertising messages during the sporting action.

According to a Goodyear release, "NBC's viewers will see prominent onscreen animated graphics that Goodyear will use to deliver product messages to its audience. More than traditional onscreen credits, the eye-catching animation will feature the world-famous Goodyear Blimp and messages highlighting Goodyear's new TripleTred and SilentArmor technology for tires."

As more viewers use personal video recorders, they can choose to 'zap' conventional advertisement breaks. And because of the time difference between the games venue in Turin, Italy and the United States, programming executives believe ad-zapping will be more common than in domestic sporting events.

According to Goodyear, "Virtually built into NBC's programming, Goodyear's animated graphics will bring its messages directly to consumers, reducing the impact of DVRs."

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Press release from Goodyear

NBC And Goodyear to Launch DVR-Proof Advertising During Olympics Weblog on Ad-Rants.com (US)