--Round-Up of Recent VOD News from Virgin Media
UK cable operator, Virgin Media, announced Wednesday the findings of the first-ever trial of dynamic advertising on its VOD platform. The three-month trial saw ads from various brands (including Kelloggs, Lurpak, O2, John Frieda, COI Army, Alberto, General Motors, Royal Mail, Littlewoods, Bodyform, John Lewis, Warner Bros. and Anchor) inserted around selected on-demand programs from Virgin Media TV, Channel 4 and Warner TV, and delivered to 100,000 homes across north London.
etc.tv--a company which offers a "telescopic advertising" service that allows hyperlinking, via overlaid visual cues, from 30-second linear commercial spots to long-form advertising content hosted on cable operators' VOD platforms (note: the service also allows advertising content to be bookmarked for later viewing, and provides what etc.tv describes as "near real-time tracking"), as well as to tcommerce opportunities, and which is currently available to around 1.9 million consumers in Quebec through a deployment on cable operator Videotron's illico digital cable service--recently announced that interactive ads it powered for Budweiser, during sports network RDS's broadcast of the Super Bowl, set "new interactive TV advertising records."
At MIPTV in Cannes, Wednesday, studio-backed, subscription-free, "over-the-top" on-demand TV service, ZillionTV, announced that it has secured a major advertising partnership with MillerCoors, the second-largest beer brand in the US. ZillionTV bills its service, which is currently in beta, as giving content owners three main options for monetizing their content: offering it for sale, offering it for rental, or offering it free-of-charge with targeted and addressable advertising. According to the company, MillerCoors will be leveraging the service's "advertising video-on-demand" (AVOD) model, which it bills as allowing viewers to select advertising categories based on their interests and preferences (their preferences will then determine which ads are delivered to them).
[itvt] is pleased to announce the schedule of sessions for The TV of
Tomorrow Show 2009 (March 10-11, San Francisco). The schedule is included in full below. For more info, please go to http://www.thetvoftomorrowshow.com
Signs Addressable Advertising Deal with DISH Network
Advanced advertising technology specialist, Invidi Technologies, has created an advisory board to provide strategic expertise and guidance on advanced advertising initiatives. According to the company, the advisory board is tasked with ensuring that all participants in the advanced advertising ecosystem--multichannel video program distributors, TV broadcasters, program networks, advertisers, media buyers and media sellers--benefit from digital technology efficiencies and "share in the value chain."
Invidi says that the advisory board's four members were chosen in recognition of their standing as advertising authorities with deep industry knowledge and experience. They are:
Interactive TV advertising agency, BrightLine iTV Marketing Specialists, has named Phyllis Ehrlich to the newly created position of SVP of business development. Reporting to CEO, Jacqueline Corbelli, she will be a member of the company's management team and will be based in its New York City headquarters.
Ensequence Says Over 50 Blu-ray Titles Developed Using Create Software
Will Enable ITV Advertising for RDS's Super Bowl XLIII Telecast
UK terrestrial broadcaster, Channel 4, says it will cease offering red- button interactive TV advertising on December 31st, because it has experienced a significant decline in demand for such advertising over the past year. The broadcaster shut down its red-button content services in late 2005. "Over the past 12 months we have seen a steep decline in demand for interactive TV advertising, and it is with regret that we are closing this area of business," it said in a prepared statement. Channel 4 will also no longer sell ads around its mobile content. The moves are part of an ongoing initiative to cut its operating costs by £100 million.
--Ad Council Now Using the Platform for PSA's
Backchannelmedia--a Boston-based company which late last year announced that it had received an investment of $3 million, bringing the total raised by its initial funding round to $9.5 million--says that two LIN TV-owned television stations in Hartford and New Haven, Connecticut, WTNH-TV ABC Channel 8 and WCTX-TV MyTV Channel 9, will participate in a trial of its TV-to-Internet click-through system (note: the system is also being trialed by WCVB-TV/DT Channel 5, Hearst-Argyle's digital ABC affiliate in Boston). According to the company, the trial will involve a "select group" of the two stations' viewers and advertisers.
--Acquires Mobix Interactive
--Partners with Turkey's Argela on Joint IPTV Offering
--Expands Relationships with Suddenlink, Buckeye
--Teams with Virgin Media on VOD Advertising Trial
VOD and IPTV technology provider, SeaChange International, has generated a fair amount of news over the past few weeks:
--Specs Cover Converged Video and Broadband Services
--Organization Trumpets Success of its Addressable Advertising Interop
US cable industry research, development and standardization body, CableLabs, has released a set of specifications which it says defines a common set of interfaces for converged video and broadband services in a modular cable network headend. The so-called Modular Headend Architecture (MHA) specifications include the existing DOCSIS Modular CMTS specifications, as well as a series of new specs that define interfaces for narrowcast MPEG digital video services, such as VOD and switched digital video.