IDS, the ad sales house for Virgin Media Television, UKTV, Setanta Sports and Virginmedia.com, will handle all UK ad sales for the site. It will also be responsible for driving revenues and consulting on the commercial strategy for the RDF online comedy portal.
IDS will offer advertisers access to premium comedy video, including pre and post-roll ads, plus display formats including super banners.
RDF Media, one of the UK's biggest independent production firms, launched Comedydemon.com, its first direct-to-consumer content business, on 2 July. In addition to offering more than 1,000 hours of downloadable long-form programming, the site will offer 2,000 free streamed short-form clips, featuring content from the BBC, Channel 4, Aardman Animations and Talkback Thames, including Dad's Army, Peep Show and The Catherine Tate Show.
RDF is also negotiating licensing agreements with third-party content providers to boost Comedydemon.com's content line-up.
The sales agreement with RDF will enable IDS to deliver a cross-platform, vertical content genre around comedy, so that advertisers can buy ad packages on Comedydemon.com combined with TV comedy channels such as UKTV's Dave and Gold.
Earlier this year, IDS indicated its plans to target third-party content providers to roll out cross-platform ad deals around categories such as female lifestyle, encompassing TV channels Living TV and UKTV Style, and their respective websites, or a sports package encompassing sports footage on Virginmedia.com and Setanta Sports.
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