BT Vision Launches Targeted Ad Trial

BT Vision has announced the trial launch of a new service giving customers free film rental in return for watching targeted advertisements through its BT Vision Download Store.

BT Vision Download Store is an online video store available to all of the UK’s 14 million broadband customers, regardless of which internet service provider they use. It is available at www.downloadstore.bt.com.

From the end of November 2007, BT Vision, Hiro Media, Intel Corporation and FremantleMedia Enterprises will collaborate on a three-month trial offering Download Store customers the chance to watch three films, Mischief Night, Played and The Punk Rock Movie, at no cost.

At the time of rental customers will be asked to download free video software from Hiro Media, a developer of innovative internet ad-supported-video-download technology. Viewers will then be asked to provide anonymous demographic information allowing the software to select adverts dynamically that are most suited to the answers provided.

Once downloaded, the film will be available for one month and providing the viewer is online, at each viewing different ads will be shown. Viewers can also send the films to friends via email to be viewed on the same terms.

Breaks, which will be placed at appropriate places in the films, will include adverts provided by isobar, the digital advertising agency, from the RAC, Norwich Union and Territorial Army, amongst others.

Antony Carbonari, BT Vision’s interactive and commercial media director, said: “This will be a fascinating trial: the concept of targeted TV advertisements is now a reality through the combined technology behind BT Vision Download Store and Hiro’s software solution.

“We believe that sympathetically-placed, targeted advertising, combined with a viral film-sharing capability, will be attractive to many customers in conjunction with free or reduced content prices. We look forward to the results.”

BT: 0207 469 2337 www.btplc.com