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4Sales – the ad sales arm of UK commercial broadcaster Channel 4 – has revealed the first ever 360° interactive VoD ad format that will allow viewers of its All 4 VoD service to immerse themselves in advertisers’ creative. Launch partners Honda and South African Tourism are the first brands to take advantage of Ad 360.
Honda’s ad challenges viewers to test-drive virtually the new Honda Civic while South African Tourism will encourage viewers to step inside Neighbourgoods Market in Johannesburg.
All 4 viewers will experience both ads in their entirety by dragging their mouse to rotate the screen in order to discover new perspectives and explore every angle – placing them at the centre of the creative.
Developed by video technology partner Innovid, Ad 360 is the latest addition to 4Sales’ market suite of interactive digital ad formats including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You.
Alongside Honda and South African Tourism’s agencies Dentsu Aegis Network and UM, the ideas were developed through 4Sales’ creative approach PL4Y – both a culture and practice through which briefs are interrogated more ruthlessly in order to identify the best possible way Channel 4 can add value to a brand.
David Amodio, Channel 4’s Digital and Creative Leader said: “Ad 360 enables All 4’s audience to engage with brands in a new and exciting way using the latest developments in 360-degree content creation, strengthening our existing suite of innovative digital ad products.”
Matt Colebourne, Managing Director of EMEA, Innovid said: “We are very excited that we continue to extend our ability to deliver advanced creative to more screens and locations than anyone else, and we’re thrilled to join forces with Channel 4 to bring 360° interactive video experiences to the European market for the first time. There is nothing more immersive and engaging than the 360° format, as it allows advertisers like Honda and South African Tourism to draw in viewers with impactful storytelling while also generating longer viewing times.”
Jennifer Shuker, Marketing Communications Manager, Honda Motor Europe said: “The Honda Civic has built its reputation on pushing boundaries and innovation in the motoring category and our new model is no different. What’s more, we’ve seen a real spike in consumer demand for virtual product experiences. As a result, we needed a media approach that reflected this across all touchpoints and this activity really delivers on that.”
Tolene van der Merwe, UK Country Manager, South African Tourism said: “The response we’ve already received to the 360-degree videos we’ve posted on our social media channels proves to us there is a real demand for and delight in this content. Using immersive content like this helps us to really showcase South Africa and engage with our audience.”
Channel 4 says its digital strategy yields consistent revenue growth with digital revenues up +30 per cent in 2015 and matched growth in 2016