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Twentieth Century Fox and Channel 4 will be first to participate in Rovi Smart TV Advertising Field Trial in the United Kingdom, a program created to study how to effectively reach consumers via the internet-connected devices that are now amassing in consumers’ homes. Recognising the importance of connected TV as a future advertising platform, OMD UK will be working alongside Rovi to support campaigns for Channel 4 and help them gain valuable learning in this new space.
“Futuresource predicts that by 2015 there will be over 30 million IP-connected HDTVs in use in the UK,” said Sarah Carroll at industry analyst firm, Futuresource Consulting. “Rovi has created a platform to enable brands and companies to capitalize on this growth. Through the Smart TV Advertising Field Trial, we will be able to understand how to monetize and tap into the advertising potential of next-generation devices.”
The UK extension of Rovi Smart TV Field Trial follows U.S. and Canadian field trials launched earlier this year. Early results, collected by 24/7 Real Media, Inc., from the U.S. field trial report that the campaigns delivered millions of impressions per month for participating brands.
“The last couple of years have seen the introduction of multiple new entertainment platforms, leading to greater opportunities for advertising in the home,” said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation. “As industry leaders, Twentieth Century Fox, Channel 4 and OMD have taken an innovative approach in exploring how to market their content to consumers. We’re looking at how we can help them continue to succeed in increasing viewership.”
“Our participation in this trial is part of Channel 4’s preparation for the connected TV world. Our aim is to embrace the opportunities presented by new platforms, and stay ahead of the curve with our marketing strategies – the Smart TV Field Trial is a step towards exploring how to creatively show consumers what we have to offer; as they access content through connected TV platforms and the all important EPG,” said Steve Forde, head of Digital Marketing at Channel 4.
The Smart TV Field Trial research will be conducted by Decipher, one of UK’s leading media strategy and research companies. The results will measure audience reach, retention, awareness and influence and are expected to provide the industry with a better understanding of how consumer are engaging with advertising on internet-connected devices.
“As pioneers in media advertising, Twentieth Century Fox is always interested in media developments and opportunities if it means that we can more effectively and efficiently connect consumers to our great product,” said Mark Horton, marketing director of Twentieth Century Fox Home Entertainment. “Rovi has opened a new and exciting opportunity to reach consumers in-home through its software on state of the art home entertainment equipment; it’s the perfect environment for us to promote high quality a/v content.”
Rovi UK Smart Field Trial will include Samsung Smart TVs and Blu-ray Players, available now in the UK and other countries in Europe. According to Rovi internal estimates, the Rovi Advertising Network is one of the largest interactive TV advertising footprints on the market today reaching more than 40 million households globally on an ever-widening array of platforms. Rovi deploys, manages, and evaluates the advertising campaigns across next-generation devices from leading manufacturers.