Video Networks and Brand New TV to Launch Ad Channel

Video Networks Ltd. have launched the UK’s first video-on-demand advertising channel, The Ad Chart. Following an extremely successful pilot, using ads from Lowe Partners, Video Networks has teamed up with Brand New TV to launch and expand the service by working with the UK’s top advertising and media agencies.

The Ad Chart pilot allowed HomeChoice subscribers to view great commercials completely on-demand, and vote via the remote control whether they loved or hated them. The results of the viewer votes were then compiled into an overall ‘Ad Chart’ according to their popularity. The pilot was extremely successful with up to a quarter of HomeChoice households viewing the channel each month, spending up to 13 minutes per visit and the most successful ads receiving 10 times the viewership of the less popular commercials

Video Networks is now working with television advertising specialist Brand New TV to offer the UK’s top advertising and media agencies the opportunity to become consortium members of The Ad Chart. As consortium members, agencies and their clients will gain valuable insights into the attractiveness and performance of their TV advertising in an on-demand environment, as well as the ability to experiment with new advertising models such as video based dedicated advertiser locations.

In addition, Video Networks also plans to launch a supplementary My Ads service, which will allow HomeChoice viewers to select and store appropriate advertising in order to help them make purchasing decisions about high consideration products such as buying a car.

Roger Lynch, Chairman and CEO, Video Networks said: "The Ad Chart is another example of Video Networks leading the industry by addressing growing advertiser concerns over the effectiveness of traditional TV advertising models. In an increasingly on-demand world, advertisers will need to re-assess their strategies and create new and innovative ways to reach their target audiences. Video Network’s platform offers advertisers the unique opportunity to gain access to an on-demand audience and the chance to find a solution."

Mark Bradford, Managing Director, Brand New TV said: "Brand New TV is delighted to be working with such a forward thinking and cutting edge company as Video Networks. The Ad Chart is a truly revolutionary concept that could change the economics and accountability of the TV advertising industry, as it transitions into a much more permission based advertising model. The TV advertising industry is facing one of its biggest challenges yet as advertisers demand more accountability and new models of advertising beyond the thirty second spot, we hope that agencies will grasp the opportunity to work together to face this challenge head on."

http://www.videonetworks.com

http://www.interactive-tv-advertising.com