IDS expands online business

IDS, the Virgin Media Television, UKTV and Setanta Sports sales house, has launched the Online Video Alliance (OVA) to house its expanding online business. It has also signed online sports rights holder Perform.

The sales house says the deal with Perform now makes it the largest commercial provider of quality online video in the UK. It gives IDS the rights to sell advertising around content on Perform’s sports video network, featuring club football sites such as Everton, Fulham and Tottenham Hotspur as well as Perform’s syndicated premium sports video network.

The OVA will house premium online rights holders in a bid to become a one-stop shop for advertisers. IDS is already the sales house for,, and third party comedy site

Initially, it will provide advertisers with 20 to 30 million premium online video streams per month, offering pre-roll, integrated content and other solutions.

Simultaneously, IDS has unveiled a new brand identity (pictured) which it says better reflects the company’s cross-platform, multi-channel offering.

The new identity, which features a green triangle surrounding a “jack” symbol, will be rolled out from today (August 12).

IDS managing director James Wildman says: “Today’s announcements demonstrate a step-change for IDS. The new brand identity represents our strength in the market and the launch of the Online Video Alliance, coupled with our new relationships with and Perform, will underpin IDS’ strong convergence credentials with significant scale across both television and online video.”

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