Agencies team with ON Networks for content-based video ad trial


ON Networks (, a new-media company offering original, episodic HD shows across multiple platforms including Web, TV and mobile devices, announced leading agencies have joined its partner program to test new forms of content-based advertising. Among them are Carmichael Lynch, TPN, GSD&M’s Idea City, Critical Mass and SicolaMartin. Unlike traditional video ads where advertising is tied to the TV network, ON says it attaches ads to its shows and allows the ads to travel wherever a show goes–across on-line and off-line networks and devices–to capture the largest share of target markets.