- UKTV Ventures completes latest airtime-for-equity investment in tech start-up, PitPat
- PitPat to launch first ever TV ad with £1m TV ad spend across UKTV’s portfolio of channels
Dogs in living rooms across the UK will be going mad for walkies when PitPat launches its first ever TV advertising campaign today. Designed specifically to capture the attention of dogs, the ad will debut exclusively on all UKTV channels as part of the broadcaster’s airtime-for-equity deal with the pet fitness brand.
The ad will run on all UKTV channels – Alibi, Dave, Drama, Eden, Gold, W, and Yesterday – until early 2020, benefitting from exposure on quality commercial airtime through UKTV’s innovation fund, UKTV Ventures. The campaign will have a net value of £1million.
Director of UKTV Ventures, Sheena Amin, said: “We’re delighted to be partnering with PitPat to help grow its brand through TV advertising on our network. UKTV Ventures is committed to helping companies new to TV advertising build their brand and scale up by benefiting from the wide reach, trust and recognition only achieved through TV advertising. I’m looking forward to seeing the positive impact that PitPat’s engaging ad will undoubtedly have on the growth of its business.”
The 30” film, directed by Wonderhood’s senior creative, Sam Cadman, delivers a sequence of triggers designed to get dogs fired-up in anticipation of playtime outdoors. As the comedy unravels, it becomes clear that it’s not just dogs who love walkies with PitPat but their owners too – all thanks to the points, perks and prizes they get for keeping their pets happy and healthy.
PitPat founder Andrew Nowell, said: “Our aim was to show that PitPat makes walkies as exciting and rewarding for owners as it is for their dogs. The concept also really speaks to one of our core brand values: PitPat is made for dogs and so is our ad.”
UKTV Ventures launched in 2017 and offers commercial airtime to high-growth start-ups wishing to access the television advertising market for the first time. Under the terms of the multi-million-pound fund, UKTV obtains an equity stake in the company, helping to build brand awareness and scale the business.
UKTV reaches over 30 million viewers a month and its UKTV Original productions drive huge audiences. Series eight of Taskmaster averaged over 1.8m across the series on Dave, and Dad’s Army: The Lost Episodes launched to over 1.1 million viewers on pay TV channel, Gold, earlier this month. Alibi’s first UKTV Original crime drama, starring Molly Windsor and Martin Compston is set to air in December.