Virgin Media launches 'dynamic advertising'

Virgin Media is to launch new 'dynamic' adverts for its on-demand TV platforms.

The media company will carry adverts from brands including L'Oreal, Sony Ericsson, Kellogg's and Microsoft around programmes watched on demand from Living, Virgin 1 and Bravo.

Where the new system differs from conventional advertising is in its ability to match the 30-second pre and post-roll adverts to the programmes.

For example, hair care adverts will be shown before Britain's Next Top Model, while supermarket offers could be aired alongside Restaurant in our Living Room.

The dynamic TV adverts will be rolled out across the 3.7 million households that make use of Virgin Media's on-demand TV service following a successful trial earlier this year.

Cindy Rose, executive director of TV at the firm, said: "With over 66 million views of on-demand content each month, there is a clear opportunity for on-demand television to deliver relevant and effective ads to a growing audience."

The roll out may be of interest to those looking for digital media jobs as on-demand viewing continues to pick up steam, and comes a short time after Virgin Media launched the online-only Liv channel.

Posted by Stanley Jack

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