Video Networks Adds New Advertising Services
Video Networks’ has announced the addition of a range of services to its HomeChoice Service, aiming to drive the company’s advertising strategy forward and improve the overall customer experience.
The new technology will enable advertisers to place on-demand intros, including brand strings, messages, cross promotions or advertisements automatically before any programme screened on the pay per view service. This is the first service of its kind in the UK, and demonstrates Video Networks’ commitment to providing alternative advertising opportunities on its on-demand platform.
The on-demand intros are designed to replicate the trailers and cross promotions viewers experience before any on-demand programme. Current examples to be launched on HomeChoice include targeted trailers being shown prior to purchased films together with parental advice where appropriate. The trailers are for films of a similar genre or suitability for the audience.
The on-demand intros will continue to expand and develop across the platform and, in future, could allow HomeChoice to include targeted advertising or sponsorship. Viewers would be able to link from these on-demand intros into other video-on-demand content related to the brand being advertised. In addition, because the programme itself would be on-demand, viewers would not miss any viewing time by responding to these adverts, something that is a big issue on broadcast TV.
Video Networks will also offer consumers the ability to press a button on the HomeChoice remote control and receive an email containing details of programmes, products or services promoted on screen.
Commenting on the new technology, Dean Hawkins, chief operating officer for Video Networks said: “Video Networks has already announced plans to launch The Ad Chart following an extremely successful pilot with Lowe Partners and these latest developments reinforce our commitment to creating alternative advertising opportunities on our platform. We will continue to build on these enhancements to build a comprehensive advertising strategy during 2005.”
In addition to the on-demand promotions and TV/email link, Video Networks has launched the ability to broadcast short, channel specific messages that can start the moment the viewer tunes in.
Recently HomeChoice announced a large-scale extension of its replay service, giving customers the opportunity to access popular programming from the BBC, Channel 4 and Chelsea TV, for up to seven days after it has been broadcast.
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