Channel 4 has partnered with Innovid to become the first UK broadcaster to launch mobile interactive video ad formats (iVOD) on iOS mobile and tablet devices.
From today, agencies and advertisers who choose Ad Link, Ad Extend, Ad Bloom and Ad Shop will see their digital TV campaigns additionally supported on mobile devices, at no extra cost.
Ad Link places a range of social media and bespoke clickable links directly onto the pre-roll; Ad Extend offers viewers the opportunity to watch an extended version of the advert; Ad Bloom provides microsite functionality including data capture; and Ad Shop features a toolbar of the products shown in the pre-roll for the viewer to easily click to buy the things they have seen in the ad or find out more information.
Further interactive ad formats available in Channel 4’s iVOD suite, which currently includes Adapt, Ad Weather, Ad Elect and Ad Pause, will be added at a later date – as well as expanding the range of platforms to support interactive video ads.
David Amodio, digital leader at Channel 4, said: “We’re excited to be the first broadcaster to launch mobile supported interactive ads on 4oD. As VOD consumption has risen on mobile platforms we have adapted our strategy accordingly – this was a key driver behind our decision to launch Shorts on 4oD this summer.
“This mobile ad innovation ensures we’re delivering our advertising partners maximum engagement with our valuable viewers wherever they’re watching.”
Mobiles and tablets currently account for almost 50% of Channel 4’s on-demand viewing.
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