HomeChoice begins trial of 'on-demand' advertising

LONDON - HomeChoice, the TV-via-telephone line broadcaster, is to begin the UK's biggest trial of video-on-demand advertising, enabling brands to personalise ads for specific viewers.

Third parties cannot advertise within HomeChoice's VOD service at present, but it is now seeking major brands to take part in trials in the new year across the network, which is accessible to 1.2m homes in London.

HomeChoice has linked up with advertising specialist Brand New TV to recruit brands that could benefit from the interactive functionality, which includes a true return path and data capture.

The broadcaster has also been running trials of its advertising chart, which tests viewer opinions on specific ads, with ad agency Lowe's clients Stella and Reebok. It now plans to open this up to other agencies.

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