Channel 4 builds on 4oD success with new video ad formats

Channel 4 has released four enhanced video advert formats, building on the success of 4oD, its flagship product.

The introduction of the formats by the digital ad sales team at Channel 4, which are Ad Pause, Ad Extend, Ad Link and Ad Mix, are set to be offered to advertisers to increase the creative suite of online video formats offered by the broadcaster on 4oD to boost audience engagement.

It has been claimed by Channel 4 that Ad Pause will allow advertisers to be the exclusive pause partner across 4oD, for the first time in the UK. This means whenever a video is paused, an ad will remain on the 4oD player screen until the video is resumed or the user leaves the page.

Ad Extend provides a new click to play format to extend ads, by providing a static button over any advertisement of up to 40 seconds on 4oD. Users can click this to view the full length ad without leaving the 4oD player.

Ad Link is an interactive toolbar which lets viewers click to share on Facebook or Twitter, find a local store, share with friends and buy now, while Ad Mix offers advertisers the chance to combine 4oD’s enhanced video ad formats to suit specific requirements.

Jonathan Allan, sales director for Channel 4, said: “As the leading commercial on-demand platform, Channel 4 is continually exploring new ways to engage with our viewers through content and advertising.

“These new video formats, which complement our established and highly successful enhanced video ad formats, showcase Channel 4 as the most innovative broadcaster in the advertising marketplace.”