Real Media, ntl Plan Broadband Ad Service for UK Digital TV

Real Media will partner with ntl, a U.S. company that operates British networks across fiber optic, broadband coax and copper, broadcast, satellite and radio to develop broadband interactive advertising for digital television in the UK.

Real Media is a provider of Internet advertising sales and ad server technology. The companies said the move will pave the way for the UK’s first interactive television advertising and will lead to the creation of a joint venture company.

Real Media and ntl said they will combine their skills in digital television and Internet ad sales to guide advertisers “through the confusion that currently surrounds the interactive TV marketplace.”

The new service offers TV-based banner advertising and sponsorship of online content in preparation for fully interactive campaigns and enhanced digital TV programming in the near future.

“As leaders in the field of interactive television — we launched the UK’s first commercial service in March — ntl is in an ideal position to guide marketers through the maze of advertising opportunities offered via this new, exciting medium,” said Andy Crossley, ntl’s interactive marketing director.

“By partnering with Real Media to create this new advertiser solution we are delivering a service that will quickly establish itself as the first port of call for advertisers, programmers and other content providers who wish to reach directly into millions of homes around the country.”

“For Real Media’s European operation, interactive TV is an important step into the future,” said Pascal Zahner, Real Media’s European managing director. “We identified ntl as the most advanced provider of interactive TV services in Europe and felt that there was a natural match between our two companies in jointly developing broadband interactive advertising services.”