SANTA CLARA, Calif. – Underscoring the game-changing capabilities that devices like Internet-connected TVs hold versus traditional 30-second TV ads, Rovi Corporation today announced it is expanding its Smart TV Field Trial Advertising Program into Canada.
Rovi (formerly the Macrovision/Gemstar-TV Guide conglomerate) is now working with the Bank of Montreal to deploy, manage, and evaluate BMO campaigns across next-generation devices to enable the company to engage with consumers accessing digital entertainment via a broadband connection.
Rovi’s trial enables companies to develop and introduce ad campaigns across HDTVs, Blu-ray Disc players, and other Internet-connected devices.
"The Smart TV Field Trial allows companies to gain early insights into connected-device advertising and interact with an entertainment audience that’s becoming increasingly fragmented," said Heather Way, Research Analyst, Parks Associates. "Based on its strong position in entertainment search and recommendation, Rovi’s Smart TV Field Trial and broader Ad Network are already delivering tangible results for participating brands from a range of industries, as well as beginning to drive viable new streams of revenue for consumer electronics manufacturers."
"Representing the first customer from the financial sector, BMO helps to demonstrate the broad appeal of our solution, which allows companies to deliver highly creative and interactive campaigns in an uncluttered advertising environment,” says Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation
The initial BMO Bank of Montreal Smart TV Field Trial campaign focuses on BMO SmartSteps for Parents, an online, interactive program to help parents educate children on money management. Interactive banners on ‘Home Screens’ or within Rovi-powered entertainment guides on a connected device are designed to build awareness for the ongoing BMO SmartSteps for Parents program. They also act as an entry point to a dedicated BMO microsite featuring age-relevant articles, videos and expert blogs designed to help parents teach their children the value of money.
The Canadian launch of the Rovi Smart TV Field Trial follows a U.S. introduction announced in April, which is delivering millions of impressions per month for participating brands. Based on tracking reports from 24/7 Real Media, Inc., overall advertising impressions grew 41% month to month in June and, importantly, ads are now garnering consumer interaction rates of 13%.
