Virgin Media is to trial dynamic advertising on its on-demand TV platform.
The new system inserts ads before and after on-demand content in real time, allowing advertisers to target up-to-date material to specific audiences at certain times.
Virgin Media’s trial will match ads to specific types of programmes and test a range of ad lengths and placements.
Virgin says the number of ads will be capped and there will be a limit on the amount of programmes with ads placed around them.
The company will also track what effect dynamic advertising has on viewer behaviour.
Brands including Kelloggs, John Lewis and Royal Mail will have their ads broadcast around selected on-demand programmes from Virgin Media TV, Channel 4 and Warner TV.
Mark Schweitzer, chief commercial officer at Virgin Media said: ‘As consumer usage of on-demand continues to build, this trial will help us explore the best ways to reach a large and growing audience with engaging and relevant advertising.’
The three month trial will take place across north London from this week.
You can find out more about Virgin Media in our Which? guide to digital TV options.
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