C4, Fox Will Trial Rovi’s Interactive Connected TV Ads

The coming boom in connected TV adoption could mean brand new opportunities for advertisers. EPG software maker Rovi is amongst those that want a slice of the opportunity.

It is embarking on a UK field trial in which the ad sales house OMD will place ads for 20th Century Fox (NSDQ: NWS) movies in Channel 4 areas of Rovi’s EPG app on Samsung Smart TV.

Rovi is creating space for horizontal and vertical banners in its guide. They can link users to info pages, a trailer and purchase options for the advertised movies.

Rovi has already field-tested the technology in the States and Canada, where it says it delivered “millions of impressions per month for participating brands”.

Using the UK research agency Decipher, it wants to measure audience reach, retention, awareness and influence of ads.