Virgin Media has revealed the findings from the first-ever dynamic advertising trial on its on demand TV service. As part of a three-month trial, ads from leading brands including Kellogg's, John Lewis and Royal Mail, were inserted around selected on demand programmes from Virgin Media TV, Channel 4 and Warner TV, to 100,000 homes across north London.

Over half, 54 per cent, of Virgin Media's trial lists were positive about advertising when watching on demand content from commercial providers. Sixty-five per cent preferred to see ads beforehand with ads lasting 30 seconds the most popular format. Respondents also favoured ads relevant to the programme being watched, such as hair care ads before Britain's Next Top Model or ads for homeware after Grand Designs.

Mark Schweitzer, chief commercial officer at Virgin Media said there was a clear opportunity for on demand television to deliver relevant ads to an engaged and growing audience. “Our TV customers watched more than half a billion on demand programmes during 2008 and the service's popularity has grown by over 60 per cent during those 12 months. By continuing to develop our on demand TV platform, we can offer even more great content and choice to viewers, a compelling opportunity for advertisers and the potential for an additional revenue stream to broadcasters.”

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