Rovi Corporation has confirmed that Twentieth Century Fox and Channel 4, along with OMD, the media agency for Channel 4, have teamed with Rovi to run advertising campaigns on HDTVs, Blu-ray Disc players and other Internet-connected devices. The brands will use Rovi advanced advertising technologies to deploy interactive capabilities, such as in-depth multimedia graphics and video as a part of their campaigns to drive increased viewership and sales of their films and TV programmes.

Twentieth Century Fox and Channel 4 will be first to participate in Rovi Smart TV Advertising Field Trial in the UK, a programme 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. The UK extension of Rovi Smart TV Field Trial follows US and Canadian field trials launched earlier this year. Early results, collected by 24/7 Real Media from the US field trial report that the campaigns delivered millions of impressions per month for participating brands.

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