Advertising

Sprint Ad Campaign to Feature User-Generated Video Clock on YouTube's Homepage

Mobile phone company, Sprint , is leveraging user-generated video for a 24-hour "homepage-takeover" ad campaign on YouTube for its Now Network offering. According to the company, the homepage takeover, which will debut on YouTube later this week and which is part of a campaign that will make heavy use of social and interactive media across a range of sites (including Twitter, MySpace and Pandora), will center around a "user-generated clock" on YouTube's masthead that will...

NBC.com 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 NBC.com Web site unveiled several new advertising capabilities and a new full-episode widget Tuesday (note: NBC recently announced that NBC.com's Rewind player had generated over a billion full episode streams over the past 18 months--see the story posted on itvt.com 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. The service, which is expected to cost advertisers less than Sky's red button-based interactive TV advertising service (note: Sky will offer the new service alongside red-button advertising), and which the company says is based upon the same underlying technology as its green button-based program reminder service,...

Lawmakers Scrutinizing Cable's Plans for Common Addressable and Interactive Advertising Platform

During a hearing Thursday on Internet privacy issues, lawmakers from the US House of Representatives Subcommittee on Communications, Technology and the Internet signalled that they will be closely scrutinizing the consumer-privacy implications of the US cable industry's plans to launch a common platform for interactive and addressable advertising (note: those plans are being implemented by a cable industry-backed company called Canoe Ventures ). As [itvt] was not able to be in Washington, DC to attend...

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...

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. According to Virgin Media,...

etc.tv Claims its Super Bowl Interactive TV Ads Set New Record

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...

CableLabs to Provide tru2way Reference Implementation

US cable-industry research, development and standardization body, CableLabs, announced Thursday that it plans to release a source-code reference implementation of its tru2way specifications, in a bid to accelerate the development and deployment of tru2way devices and applications. The organization bills the move as a "key milestone" in the cable industry's deployment of a common software platform, in that it gives device manufacturers and application providers a single, compliant software stack for building tru2way-enabled products and...

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...

TiVo to Increase Sample Size of its StopWatch Ratings Service to 300,000 Households

--Says this will Enable it to Generate Ratings for Dozens of Additional Networks
--Teams with Innerscope on Study of Ads and Fast-Forwarding
DVR vendor/service provider, TiVo, announced Wednesday that it will increase the sample size of its StopWatch ratings service (collects anonymous second-by-second audience research data from TiVo boxes) from 100,000 to 300,000 in advance of the fall, 2009 television season. The company says that the increased sample size will further enhance the accuracy of the service's program and commercial ratings, and enable it to produce stable ratings data for dozens of additional cable networks, which have...

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