Virgin Media is starting a VOD-based dynamic advertising trial, using SeaChange International’s AdPulse On Demand system. The three-month trial will begin in London this week.

AdPulse inserts ads before and after on-demand content in real time, allowing campaigns to be kept up-to-date and specific to time of day or neighborhood. Virgin Media said it is preparing to update ads weekly.

The service provider intends to experiment with matching ads to program genres, and plans to test various ad lengths, including single 30 second pre-rolls, consecutive pre-rolls and end rolls.

The number of ads will be capped and there will be a limit on the volume of programs that will have ads placed around them.

Virgin Media is also working with On Demand Group (ODG) for content aggregation, and with both Rentrak Corporation and ODG to measure content performance throughout the trial and better understand the impact of on demand advertising on viewer behavior.

Simon McGrath, chief marketing officer, SeaChange said: “We expect this groundbreaking effort will provide the overwhelming evidence that programmers, operators, agencies and leading brand advertisers have long anticipated about the remarkable revenue-generating value of on-demand advertising.”

Virgin Media said 50 percent of its 3.5 million TV customers watch on-demand regularly. All customers have free access to VOD, though Virgin Media does charge for some specific content, including some films. The company said it registered 45 million views in August, up from 34 million views in January.

Virgin Media has lined up several advertisers who will have their ads delivered with selected on-demand programs from Virgin Media TV, Channel 4 and Warner TV. Participating advertisers include Kellogg's, General Motors, and Royal Mail.

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