Rovi Launches Smart TV Field Trial Advertising Program
Open Invitation for Advertisers to Join Carnival and Other Innovative Brands and Participate in Smart TV Advertising Trials
SANTA CLARA, Calif(05 Apr 2011)
(Nasdaq:ROVI) today announced the Rovi Smart TV Field Trial, an
initiative created to explore new and emerging advertising
opportunities on television and other devices connected to the
Internet. The program enables companies to test campaigns across a wide
variety of platforms including TVs, Blu-Ray Players and other devices.
By participating, the companies will not only obtain access to campaign
metrics and learn about consumer behavior in the living room, but Rovi
estimates it may potentially receive tens of millions of ad impressions
during the course of the trials through the Rovi Advertising Network.
Carnival, Brightline and Brightline's clients have all agreed to
participate in the North America trial, and Rovi plans to launch
additional Field Trials in the United Kingdom and Canada in the second
half of this year.
Today's Internet-connected entertainment market is on the precipice of
exponential growth. With millions of connected TVs to be shipped in
2011, In-Stat (www.in-stat.com) predicts that by 2015, there will be 1
billion web-enabled, stationary CE devices in operation worldwide, and
that Smart TVs and Blu-ray players will constitute more than 50 percent
of all web-enabled CE device shipments worldwide. Among other
developments, this shift in the connected entertainment environment
will result in the emergence of new options, measurement and targeting
capabilities for TV advertising. With ads by Rovi running on Samsung
Smart TVs and other connected devices, the Rovi Smart TV Field Trial
expands the advertising audience for participating brands.
"TV advertising is changing fast. In order to reach an increasingly
fragmented entertainment audience, it is critical for brands to be at
the leading edge of new methods for reaching consumers. We've created
the Smart TV Field Trial program to find new ways to engage and target
consumers in the living room, test the effectiveness of campaigns and
deliver value to brands -- regardless of connected TV platform or
device," said Jeff Siegel, senior vice president of advertising at Rovi
Corporation. "We welcome creative and forward-thinking brands to join
Rovi, Carnival, Brightline and others as we help lead the evolution of
The Smart TV Field Trial program is based on the production, delivery
and measurement of campaigns within the Rovi Advertising Network, which
has a large worldwide Smart TV advertising footprint. The Rovi
Advertising Network offers advertising on Rovi guides -- a 'home page'
of the television where consumers go to find out what's on TV, and
across several interactive platforms, including set-top boxes, TVs, and
Blu-ray players. Rovi Ad Network reaches up to 30+ million homes in
major markets in the United States, and extend online the experience of
discovering content that is achieved by Rovi guides through its
Allrovi.com and SideReel.com web presence.
"The definition of television is clearly evolving as the TV has now
become the home theater, video store, games arcade and much, much more.
As a result, Smart TVs now offer a more interactive, targeted,
quantifiable medium for our clients," said Sasha Savic, chief
commercial officer at MPG. "In our quest for new advertising
possibilities, the Rovi Smart TV Field Trial offers us a scalable way
to explore this burgeoning market and understand how to exploit its
potential in the future. We are pleased to have our client, Carnival,
participate as a charter member of the Field Trial."
Rovi guides provide advertisers with a unique platform for reaching and
engaging viewers via consumer destinations, or portals, while they are
actively looking for new programming and in 'decision-mode.' Based on
its internal estimates, Rovi guides represent a highly-trafficked area
on TV: 87% of monitored households access the guide weekly; guide users
on average visit the guide nine times daily; and users spend 13 minutes
in the guide daily.
"This test serves as another key opportunity to help our clients fully
capitalize on the rapidly evolving consumer behavior of their target
audience," said Joanna Hall, SVP of Experience and Design at
Brightline. "Rovi's been excellent to work with; our clients
continually push the bounds of advanced TV to engage their audiences,
and this team consistently rolls-up their sleeves to achieve what's
Through the Smart TV Field Trial, Rovi will work with advertisers to
measure overall campaign success as well as look at specific metrics to
determine audience engagement through usage, acquisition, retention,
recall, purchase intent and other criteria. The research is designed to
help participating brands discern:
-- The segments of the connected audience have the strongest affiliations
with the advertisers' category and brand.
-- The value of the expanded user experience (i.e., "beyond the banner") to
the advertisers' brand.
-- How consumers value the additional face time with the brand information.
-- The optimal content to include in the experience that will maximize the
-- The kinds of experiences consumers want from advertisers.
-- Opportunities to engage with the consumer in a more meaningful way.
-- Types of creative executions that are the most effective for campaigns.
About Rovi Corporation
Rovi Corporation is focused on revolutionizing the digital
entertainment landscape by delivering solutions that enable consumers
to intuitively connect to new entertainment from many sources and
locations. The company also provides extensive entertainment discovery
solutions for television, movies, music and photos to its customers in
the consumer electronics, cable and satellite, entertainment and online
distribution markets. These solutions, complemented by industry leading
entertainment data, create the connections between people and
technology, and enable them to discover and manage entertainment in an
Rovi holds nearly 5,000 issued or pending patents worldwide and is
headquartered in Santa Clara, California, with numerous offices across
the United States and around the world including Japan, Hong Kong,
Luxembourg, and the United Kingdom. More information about Rovi can be
found at http://www.rovicorp.com/.