ITV unveils new online advertising format

ITV Commercial announced the launch of its new advertising format, Ad Show, aimed at supporting new-to-TV brands, regional advertisers and small and medium-sized businesses.

The format offers brands the chance to create cost effective interactive VOD adverts. ITV offers three templates to best suit the advertiser’s content including hotspot, thumbnail and carousel. Advertisers can use existing print and radio assets to produce the creative and will also have the opportunity to regionalise campaigns based on their specific demands.

Jon Block, Head of Commercial Innovation at ITV, said: “We are delighted to be launching this new innovative format for VOD adverts and welcome a number of non-traditional TV brands and local businesses to ITV. Using Ad Show, we are now able to offer a wide-range of brands the opportunity to make their adverts relevant to our audiences in a new, modern, relevant and cost effective way.”

New research, commissioned by ITV and conducted by Decipher, found that this new format is effective in delivering on strong brand metric uplifts. Top of mind brand recall was significantly increased by using Ad Show, delivering three times greater uplift than press and radio.

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