Virgin launch advertising trial on TV on-demand platform

Virgin Media has announced the first ever advertising trial on its on demand TV platform. Brands including Kelloggs, John Lewis and Royal Mail, will have their ads broadcast around selected on demand programmes from Virgin Media TV, Channel 4 and Warner TV.

The ad insertion technology, SeaChange's AdPulse system, inserts ads before and after on demand content in real time, allowing campaigns to be kept up-to-date and specific to time of day or region.

Virgin Media's trial will match ads to programme genres, test a range of ad lengths, including single 30 second pre-rolls, consecutive pre-rolls and end rolls, and update campaigns weekly. The number of ads will be capped and there will be a limit on the volume of programmes that will have ads placed around them.

Virgin Media is also working with On Demand Group (ODG) for content aggregation and both Rentrak Corporation and ODG to measure content performance throughout the trial and better understand the impact of on demand advertising on viewer behaviour.

Mark Schweitzer, chief commercial officer at Virgin Media said: "Virgin Media has pioneered on demand TV in the UK and we continue to innovate with new content, interactivity and functionality. As consumer usage of on demand continues to build, this trial will help us explore the best ways to reach a large and growing audience with engaging and relevant advertising."

The three month trial will take place across north London from the week beginning 13 October 2008.

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