British Online Renter Video Island to Boost Marketing Spend
After securing £15 million in venture capital, upstart British online DVD rental company Video Island announced a £6 million increase in marketing spending:
Saul Klein, chief executive of Video Island, said that the majority of the £6m marketing push would be spent within the context of its partnerships, which include companies such as Boots, Currys and Times Newspapers.
The company, which also owns ScreenSelect, said it would look at testing other forms of above-the-line advertising, including television. It has already run some radio, outdoor and print advertising, created in house, but Klein said the focus would remain on performance-based advertising and partner marketing.
Video Island is the biggest online rental service in Europe, with a selection of over 33,000 titles. The company recently partnered with ITV and MSN UK to offer co-branded rental services.
[Via Digital Bulletin]
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