Virgin Media has announced the first dynamic advertising trial on its on-demand TV platform. Brands including Kellogg’s, John Lewis and Royal Mail will have their ads broadcast around selected on-demand programs from Virgin Media TV, Channel 4 and Warner TV. The three-month trial will take place across north London from this week.

The ad insertion technology, SeaChange’s AdPulse On Demand system, is designed to insert ads before and after on-demand content in real time, allowing campaigns to be kept up-to-date and specific to time of day or region. Virgin Media’s trial will match ads to program genres, test a range of ad lengths, including single 30-second pre-rolls, consecutive pre-rolls and end rolls, and update campaigns weekly. The number of ads will be capped, and there will be a limit on the volume of programs that will have ads placed around them.

Virgin Media is also working with On Demand Group (ODG) for content aggregation and both Rentrak Corp. and ODG to measure content performance throughout the trial and better understand the impact of on-demand advertising on viewer behavior.

The Daily

Subscribe
Wednesday–May 7

EWTN on White Smoke Watch

The Papal conclave is the Super Bowl for EWTN , the Global Catholic Network, and it’s meeting the moment with a week of special programming. Beginning Thursday, it will have live daily updates from Rome

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Sep 11
2025 Faxies Awards Faxies Nominations Open! Final deadline: 4/4/25
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.