PointRoll, the online advertising unit of Gannett, has partnered with Tribune Media Services for an online-advertising tool aimed at TV-program marketers.
Called ChannelFinder, the Web ad format is designed to both showcase promotional video or other interactive content as well as provide localized TV listings data from TMS.
The companies said Discovery Channel, Major League Baseball and the BBC have used the online ad formats to promote programming. For example, MLB Network and its partner agency, MediaStorm, conducted a campaign using ChannelFinder that provided tune-in information based on a user's cable provider.
"The ChannelFinder ad format is a prime example of the creative use of our TV data by an innovative partner," TMS vice president of entertainment products Jay Fehnel said in a statement.
According to Gannett, PointRoll serves more than 70 billion rich-media impressions each year. TMS, meanwhile, sells TV and movie guide data to customers include Comcast, Cox Communications, DirecTV, Dish Network and TiVo.