Michelle Clancy ©RapidTVNews | 03-08-2011

Rovi has launched the Rovi Smart TV Field Trial Advertising Program in Canada, which enables companies to develop and introduce targeted advertising campaigns across HDTVs, Blu-ray disc players and other Internet-connected devices.

As part of the Field Trial introduction, Rovi will work with BMO Bank of Montreal. The bank will focus on promoting 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 and act as an entry point to a dedicated BMO microsite featuring age-relevant articles, videos and expert blogs designed to help parents. BMO will target campaigns across a range next-generation 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 at 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."

The Canadian launch of the Rovi Smart TV Field Trial follows a successful U.S. introduction announced in April, which has caused overall advertising impressions to grow 41% month-to-month in June and, most importantly, ads are now garnering consumer interaction rates of 13% - a more than tenfold increase over traditional web banner ads.