Advertising Launches New Video Ad Formats, Targeting Solutions, Full-Episode Widget

--Also Launches New "Heroes" Broadband Video Spin-Off Series

Broadcast network NBC's broadband video-enabled Web site unveiled several new advertising capabilities and a new full-episode widget Tuesday (note: NBC recently announced that's Rewind player had generated over a billion full episode streams over the past 18 months--see the story posted on on April 16th). The company bills the new advertising capabilities as allowing brands to "stay front and center as users interact with the content around their favorite shows." They include:

Sky to Offer Long-Form Advertising through the Green Button

UK satellite-TV provider, BSkyB (Sky), announced Tuesday that it is launching a green button-based "bookable" and "on-demand" advertising service that will allow viewers to easily access long-form advertising.

Time Warner Cable Launches Advertising VOD Service, Promotions on Demand

Time Warner Cable launched a VOD service called Promotions on Demand, Monday, that it says will allow viewers to browse a range of long-format on-demand advertising (organized into such channels as "Find it on Demand" and "Automotive on Demand") and then, in less than a week, receive packages of coupons and other promotional material by mail for the product or service whose advertising they have just watched. While the MSO's press release announcing the new service states that the service allows viewers to "request" promotional offers, a report in the Orange County Register claims that the service automatically sends materials to viewers whenever they access a long-format on-demand commercial.

Virgin Media Says Trial Shows Viewers Are "Positive" about VOD Ads

--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. Claims its Super Bowl Interactive TV Ads Set New Record 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 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."

New Over-the-Top Service, ZillionTV, in Advertising Deal with MillerCoors

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).

Announcing the Schedule of Sessions for The TV of Tomorrow Show 2009

[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

[itvt] Presents…The TV of Tomorrow Show 2009

Invidi Forms Advisory Board for Advanced Advertising

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:

BrightLine Names Phyllis Ehrlich SVP of Business Development

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, Visible World Team on ETV/EBIF Advertising Solution

Ensequence Says Over 50 Blu-ray Titles Developed Using Create Software in Interactive TV Advertising Deals with RDS, Astral Media, TQS

Will Enable ITV Advertising for RDS's Super Bowl XLIII Telecast

Channel 4 to Cease Offering Red-Button Interactive TV Advertising

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.

Two More TV Stations Trial Backchannelmedia's ITV Advertising Platform

--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.

Time Warner Cable Taps Ogilvy New York for Interactive Video Promotion

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