Aegis signs exclusive deal with Ids and Virgin Media

LONDON - Carat and Vizeum clients such as Guinness and Fox will have exclusive advertising access to the Living, Bravo and Virgin1 content on Virgin Media's on-demand platform for three months from Monday (5 April).

Date Night: Fox film will be advertised against on-demand content
Date Night: Fox film will be advertised against on-demand content

A spokesman from Virgin Media's sales house Ids said the "significant six-figure deal" means only clients from the media agencies Carat and Vizeum will be able to advertise against the on-demand content from the three Virgin channels.

The first Aegis clients to advertise against the on-demand content are Kelloggs Special K, Guinness, hair brand Alberto TRESemme and Fox's film release 'Date Night'.

The Aegis partnership is the first major commercial deal for Virgin Media's on-demand TV service following the introduction of advertising at the end of last year.

Gavin Johnson, account group leader at Ids, said: "This deal marks the start of new era of targeted advertising around on demand content. On demand TV viewing has been growing exponentially and it is great to have Aegis on board recognising the huge potential this medium offers."

Virgin Media claims its on demand TV service is available in over 3.7 million homes and attracts around 74 million views every month.

Advertising was introduced to Virgin Media's on-demand service in November 2009. Thirty second ads can run as pre-rolls, mid-rolls and post-roll ads and be targeted to particular shows.

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