Virgin Media launches dynamic ads for VOD

Virgin Media has announced the launch of dynamic advertising on its on-demand platform following a successful test period.

Ads from brands including L’Oreal, Sony Ericsson, Kellogg’s and Microsoft will appear around on-demand content from Living, Virgin 1 and Bravo. The service will match pre- and post-roll ads to the programme being watched. Virgin Media said hair-care ads could be shown before Britain’s Next Top Model and a supermarket campaign could be played after Restaurant in our Living Room, for example.

During a trial, the cable operator found that 54% of viewers were positive about advertising when watching on-demand content and 42% said ads were worth watching if relevant to the programme being viewed. Sixty-five per cent preferred to see ads before the content started and the preferred length of ads was 30 seconds.