The two companies have been testing the concept as part of a campaign for Entertainment Film's latest release, The Fourth Kind.
Ads are served via broadcast radio at the same time as display ads are served online by Jazz FM. When listeners access
Jazz FM through the station's online player, an overlay appears that they can click on to watch the trailer.
It works in the same way as Sky's green button service, which enables users to click the green button on remote controls to watch an advert in full.
MediaCom hopes to take advantage of the impact of using radio and online ads together. RAB research has found that combining radio and online ads enhances consumer response, with 57% of those surveyed claiming to investigate an advertised product online after hearing a radio ad about it.
Richard Jacobs, head of radio at MediaCom, said: "As the industry moves closer to its digital future and mobile broadband makes web listening more prevalent, there is no better time to offer advertisers and listeners this service."
Matt Deegan, creative director of Folder Media, which developed the technology for Jazz FM, said: "I would encourage more advertisers to run visual ads because they deliver an enhanced return."
According to Q3 RAJAR figures, Jazz FM reaches 416,000 people a week who listen for a total of 1.85 million hours.
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