The Virgin Showcase area will allow viewers to access advertisers' content through their electronic programme guide. It is understood that the service is in a trial phase.
The move to launch a long-form ad platform follows rival Sky's development of an interactive TV service, which will allow viewers to download ads via the green button on their remote control.
Sky's service is expected to launch next year, after being delayed due to a lack of transmission capacity on the platform.
Vizeum broadcast director Simon Bevan said content in the Virgin Showcase area would allow brands to be "more overt" with their communications than via ad-funded programming.
Bevan said: "It is a positive move as Virgin Media is using new technologies to provide more commercial opportunities. The challenge is getting good content that people would want to watch. It will be easier for certain advertisers than for others, for example it would be easier for Adidas than for an advertiser promoting bread."
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