Virgin: Viewers are positive about on-demand ads

Virgin Media claims viewers are positive about advertising when watching on-demand content from commercial providers.

The cable broadcaster today announced the findings from its first “dynamic advertising trial” on its on-demand TV service, which found that triallists were happy with relevant adverts, particularly before programmes.

Respondents preferred to see 30-second ads before on-demand programmes and also favoured ads relevant to the programme being watched, such as homeware products after Grand Designs.

The trial saw Virgin insert ads from brands such as Kelloggs, John Lewis and Royal Mail around on-demand content from Virgin Media TV, Channel 4 and Warner TV across 100,000 London homes for a three month period.

Virgin Media’s chief commercial officer, Mark Schweitzer, said: “There is a clear opportunity for on demand television to deliver relevant ads to an engaged and growing audience.

“Our TV customers watched more than half a billion on demand programmes during 2008 and the service’s popularity has grown by over 60% during those 12 months.

“By continuing to develop our on demand TV platform, we can offer even more great content and choice to viewers, a compelling opportunity for advertisers and the potential for an additional revenue stream to broadcasters.”

The ad trial drove a 62% increase in the spontaneous awareness of brands and products among the triallist, according to the report.

Awareness of individual ads and overall campaign recognition also increased by 27%.

Mark Brandon, director of platforms at Virgin’s sales house ids, said: “We are thrilled with the results of the trial. On demand clearly provides an actively engaged audience and this engagement is likely to have contributed to an increase in embedded advertising awareness.”