ITV To Embed TV-Style Ads In Love Island Mobile Clips

ITV is to run TV-style advertising embedded in highlights clips and exclusive video footage of Love Island online and on mobile.

The free clips will include ads from T-Mobile, Aquafresh, EA Games, Muller, Mercury Records and Direct Line, with more to be confirmed shortly.

ITV has sent a dedicated online and mobile production team to Fiji to film exclusive footage which is only available on the broadcaster’s mobile portal and online at itv.com.

Rhys McLachlan, head of Broadcast Implementation at Mediacom (ITV Sales’ exclusive advertising partner for the highlights clips and video footage), said: “We’re aware that the future of broadcast is increasingly moving away from the set in the corner of the living room. This is an innovative opportunity for our clients to experiment in the new broadcast space with ITV’s biggest summer property.”

Colin Ramsay, head of ITV Online Sales, said: “Offering our advertisers innovative ways of targeting premium audiences that reflect the new ways viewers engage with our big programme brands is part of our ongoing commitment to growing the UK ad market. It also allows ITV Consumer to experiment with different models for monetising non-broadcast content.”

GroupM, holding company for WPP’s media buying companies, has lowered its ITV1 forecast for the year, with a 12% decline in revenue now expected following poor advance booking figures (see Decline For ITV1 Advance Bookings).

ITV: 020 7843 8000 www.itv.com