Verizon launches telescopic VOD channel for Hellmann's Mayonnaise

Verizon (NYSE: VZ) is beginning to offer telescopic video-on-demand channels to advertisers that allow FiOS TV subscribers who click on an interactive overlay running in a 30-second commercial to navigate to a video-on-demand channel dedicated to the advertiser. Unilever's Hellmann's Mayonnaise brand is the first advertiser to launch an advertising channel on FiOS.

FiOS Hellmans mayo

Screenshot of Hellman's VOD channel.

FiOS subs who respond to a Hellmann's ad are sent to channel 322, where they can access on-demand videos for recipes that include mayonnaise and enter a sweepstakes promotion in which the telco will give away a $5,000 gift card that can be used to purchase groceries.

Marketing firm Brightline created the on-demand advertising channel for Hellman's and FiOS. Verizon rival Cablevision  (NYSE: CVC) was the first cable MSO to offer advertisers telescopic VOD ads. Its Optimum lineup features VOD channels dedicated to advertisers ranging from Mattel to the U.S. Navy.

The FiOS Hellmann's channel runs on channel 322. It is placed between regional sports channels Longhorn Network and Big Ten Network.

For more:
- The Daily News
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