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BtoB

ING Direct debuts TV commercial on Internet

Published on .

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San Francisco--ING Direct, a financial services company that is part of ING Bank, debuted its latest TV commercial on the Internet at www.cbsmarketwatch.com.

The 30-second spot, which promotes ING’s Orange Savings Account, will run on the site for two weeks before beginning a run on network television.

The spot uses CBS MarketWatch’s Embedded Commercial Unit technology, which allows existing TV creative to run in its entirety without launching a new browser or media player. The technology allows the advertiser to run a commercial without having to reformat it to fit online specifications.

ING Direct said it decided to debut the TV ad on the Internet following the success of a viral e-mail campaign, which showed that a high number of Internet users viewed the commercial online.

CBS MarketWatch attracts more than 12 million visitors a month.

--Kate Maddox

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