Advanced Television

Channel 4 claims mobile interactive video ad first

November 3, 2014

Channel 4 Sales has launched a selection of its interactive video ad formats (iVOD) on iOS mobiles and tablets, suggesting it is the first UK broadcaster to offer mobile supported interactive video ads for video on-demand (VOD) to the market.

Agencies and advertisers who choose Ad Link, Ad Extend, Ad Bloom and Ad Shop will see their digital TV campaigns additionally supported on mobile devices, at no extra cost.

Ad Link places a range of social media and bespoke clickable links directly onto the pre-roll; Ad Extend offers viewers the opportunity to watch an extended version of the advert; Ad Bloom provides microsite functionality including data capture; and Ad Shop features a toolbar of the products shown in the pre-roll for the viewer to easily click to buy the things they’ve seen in the ad or find out more information.

Channel 4 has partnered with Innovid to launch interactive mobile video support to its on-demand platform.

Further interactive ad formats available in Channel 4’s iVOD suite, which currently includes Adapt, Ad Weather, Ad Elect and Ad Pause, will be added at a later date – as well as expanding the range of platforms to support interactive video ads.

Mobiles and tablets currently account for almost 50% per cent of Channel 4’s on-demand viewing.

David Amodio, Digital Leader at Channel 4 said the broadcaster was excited to be the first to launch mobile supported interactive ads on 4oD. “As V0D consumption has risen on mobile platforms we have adapted our strategy accordingly – this was a key driver behind our decision to launch Shorts on 4oD this summer. This mobile ad innovation ensures we’re delivering our advertising partners maximum engagement with our valuable viewers wherever they’re watching.”

Categories: Ads, Advertising, Articles, Companion devices, Mobile, Portable Media, Targetted