From today (25 November), ads around Living, Virgin1 and Bravo on-demand will become dynamic, meaning they can be inserted before and after any content in real time, allowing campaigns to be more flexible and contextually based.
Thirty-second pre and post-roll ads will be matched to the programme being watched. Launch advertisers include L'Oréal, Sony Ericsson, Kellogg's and Microsoft.
Virgin Media's on-demand TV service is available in 3.7 million households and the rollout of the dynamic ads will begin in 300,000 homes.
Cindy Rose, executive director of TV at Virgin Media, pointed to more than 66 million views of on-demand content as evidence of a "clear opportunity for on-demand television to deliver relevant and effective ads to an increasing audience".
The launch follows successful trials of 100,000 homes in north London in the first quarter of the year, said Rose, who added "our customers welcomed campaigns that worked within the context of the programme they had chosen to watch".
The launch is being handled by Virgin Media's ad sales house IDS.
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