Rovi Corp. announced Tuesday the launch of a “smart TV” advertising trial in Canada. The program will help companies develop and introduce advertising campaigns on TVs, Blu-ray players and Internet-connected devices. Rovi said it will work with the Bank of Montreal to deploy and manage the bank's ad campaigns across next-generation communications devices. "Representing the first customer from the financial sector, BMO helps to demonstrate the broad appeal of our solution, which allows companies to deliver highly creative and interactive campaigns in an uncluttered advertising environment,” Jeff Siegel, senior vice-president of worldwide advertising at Rovi, said in a release. The initial trial campaign is an online, interactive program that helps parents educate children about money management. Interactive banners on on home screens or within Rovi-powered entertainment guides on connected devices are designed to build awareness about the program and serve as an entry point to a BMO site featuring age-relevant articles, videos and expert blogs designed to help parents teach their children the value of money, Rovi said. Rovi launched a U.S. trial in April, which it said is delivering millions of impressions per month for participating brands. Based on tracking reports from 24/7 Real Media Inc., advertising impressions grew 41 per cent during June and ads are garnering consumer interaction rates of 13 per cent, the company said.