Virgin Media has launched dynamic advertising on its on demand TV platform. Ads from brands including L’Oreal, Sony Ericsson, Kelloggs and Microsoft, will appear around on demand content from Living, Virgin1 and Bravo. Advertising will roll-out across Virgin Media's on demand TV service, currently in 3.7 million households, beginning with 300,000 homes from this month.
Cindy Rose, executive director of TV at Virgin Media, said: “With over 66 million views of on demand content each month, there is a clear opportunity for on demand television to deliver relevant and effective ads to a growing audience. We saw a positive viewer response when we trialled dynamic advertising earlier this year and our customers welcomed campaigns that worked within the context of the programme they'd chosen to watch.”
Thirty second pre-roll and post-roll ads will be matched to the programme being watched: hair care ads shown before Britain's Next Top Model or a supermarket campaign after Restaurant in our Living Room for example.