Virgin Media have announced 54% of triallists were positive about advertising when watching on demand content from commercial providers, in the first ever advertising trial on its on demand TV service.
As part of a three month trial, ads from brands including Kelloggs, John Lewis and Royal Mail, were inserted around selected on demand programmes from Virgin Media TV, Channel 4 and Warner TV.
The research identified that 65% preferred to see ads beforehand with ads lasting 30 seconds being the most popular format. Respondents also favoured ads relevant to the programme being watched.
Mark Schweitzer, Chief Commercial Officer at Virgin Media said: “There is 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.”
Mark Brandon, director of platforms, ids said: “We are thrilled with the results of the trial. On demand clearly provides an actively engaged audience and this engagement is likely to have contributed to an increase in embedded advertising awareness. We look forward to further discussions with advertisers and agencies about our on demand offering in due course.”
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