Rovi has announced that automaker MINI and its agency Mediaplus are participating in the launch of the Rovi Smart TV Advertising programme in Germany. The programme enables companies to develop and introduce innovative advertising campaigns across HDTVs, Blu-ray Disc players, and other Internet-connected devices. The launch in Germany builds on the success of similar programs Rovi has initiated in the US, Canada, and the UK.

“In our opinion, MINI (owned by BMW) and Mediaplus are leading the charge in Germany to explore connected devices as another avenue for enhancing engagement and interaction with potential and current customers,” said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation. “We believe Rovi removes the mystique around Smart TV and gives advertisers and agencies a simple, straightforward way to take advantage of advanced advertising technologies and become pioneers on a new platform.”

In addition to providing companies with the opportunity to test interactive campaigns across Internet-connected devices, Rovi is partnering with Decipher, a research firm in Europe, to study how consumers engage with advertising on such devices. The two-phase Smart TV study will measure audience reach, retention, awareness, and influence.

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