Twentieth Century Fox and Channel 4 join Rovi Connected TV ad trial
Twentieth Century Fox and Channel 4 have teamed with Rovi to run advertising campaigns on Connected TVs and devices.
The brands will use Rovi advertising technologies to deploy multimedia graphics and video as part of their campaigns to drive increased viewership and sales of their films and TV programmes. Media agency OMD UK will be working alongside Rovi to support campaigns for Channel 4.
Twentieth Century Fox and Channel 4 will be first to participate in Rovi Smart TV Advertising Field Trial in the UK, a program created to study how to reach consumers via connected devices.
"The last couple of years have seen the introduction of multiple new entertainment platforms, leading to greater opportunities for advertising in the home," said Jeff Siegel, Senior Vice President of Worldwide Advertising at Rovi Corporation. "As industry leaders, Twentieth Century Fox, Channel 4 and OMD have taken an innovative approach in exploring how to market their content to consumers. We're looking at how we can help them continue to succeed in increasing viewership."
Steve Forde, Head of Digital Marketing at Channel 4 added: "Our participation in this trial is part of Channel 4's preparation for the connected TV world. Our aim is to embrace the opportunities presented by new platforms, and stay ahead of the curve with our marketing strategies—the Smart TV Field Trial is a step towards exploring how to creatively show consumers what we have to offer; as they access content through connected TV platforms and the all important EPG,".
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