Following the success of the first iteration of ITV’s interactive VoD ad format, Ad Explore, ITV Commercial has unveiled a new suite of functionality for ITV Player audiences. The new format launched with Thinkbox’s ‘Harvey and Rabbit’ campaign on September 16.
The first iteration of Ad Explore, launched in February 2012, was developed to increase user engagement with clients’ brands and allow viewers to explore more about the advertiser’s products or services from within an advert itself. ITV Commercial has now entered into a partnership with UK-based interactive video company Brainient to build and deliver new functionality for the premium VoD format as well as provide comprehensive analytics and insight capabilities for each campaign.
The new functionality for ITV’s Ad Explore format will launch next week, offering advertisers a variety of bespoke interactive templates to best showcase their brand, product or service. Each template allows for interactive overlay allowing viewers to interact with brands, including seamless click-to-purchase capabilities, whilst the underlying video advertisement continues to play.
New formats include:
Jon Block, Controller of Commercial Digital Products at ITV said that ad Explore had proved to be a great success for ITV. “Since launch, we have seen average interaction rates of four per cent, with the most successful creatives above fifteen per cent. We are very excited to be able to offer an extended suite of interactive formats and believe the next generation of Ad Explore is an attractive, affordable and effective solution for brands.”