Channel 4 and Fox look into internet television advertising
Wednesday, August 10 2011 by Craig Nicholson
Channel 4 and Twentieth Century Fox have joined forces along with digital entertainment company Rovi to lead a trial into what managed e-marketing opportunities there may be on internet-connected televisions in the UK.
While it is merely in a trial stage at the moment, the plan is to ultimately run out adverts on HD TVs and Blu-Ray players as well as other internet-ready devices. This, it is hoped, will increase the viewing figures for the adverts and increase engagement with their TV programmes and films.
That way, both TV companies will be among the first to place adverts on internet TV devices, which allow and encourage users to click on trailers, micro sites and ultimately buy the film or TV show. The adverts are planned to contain in-depth multimedia graphics and video in order to reach out in the best way possible.
The basis of the trials will be part of a research study, conducted to measure audience reach, retention, awareness and influence. This will then provide the TV industry with a clearer, better understanding as to whether consumers interact with internet connected devices and how.
Steve Forde, Channel 4's head of digital marketing, spoke of his company's desire to look ahead to the emerging world of internet
Mr Forde said: "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 [electronic programming guide]."
The UK extension of the trial programme follows US and Canadian investigations launched earlier this year. Results showed that the campaigns delivered millions of impressions per month for participating brands.