The ads for 'Semi-Pro', which is released in the UK on February 29, were digitally placed within footage of ITN On's 2008 Oscars and Brit Awards coverage and are designed to give significant but non-intrusive exposure of the film.
ITN On, which is ITN's broadband, radio and mobile publishing platform, said it was the first time the ad format had been trialled in online advertising and would give marketers another way of monetising online content.
MirriAd and ITN On were chosen for the work by WPP's media planning agency, MediaCom, having used MirriAd technology to promote an online competition in support of the release of last year's action thriller, 'The Bourne Ultimatum'.
Mark Popkiewicz, chief executive officer at MirriAd, said: "Online publishers have been searching for a way to advertise in online content in a way that does not alienate viewers and cause them to click away.
"MirriAd's embedded advertising inserts brands and images seamlessly into any kind of digital content, from online to movies, and can be targeted to any geography or demographic."
'Semi-Pro', which also stars Woody Harrelson and Andre Benjamin, tells the story of the American Basketball Association in 1976 and features Ferrell as a fading pop star who realises his dream of owning a basketball team.
_1.jpg)
.jpg)
