ITV appoints 4th Screen Advertising for mobile ads


ITV has picked 4th Screen Advertising to deliver creative mobile ad campaigns across its entire range of news, sport and entertainment apps and mobile sites. The ads will be integrated across ITV's mobile inventory including apps and mobile sites for news, sport and entertainment shows such as Britain’s Got Talent, X Factor and I’m A Celebrity.

4th Screen will now work alongside ITV’s media sales team to offer advertisers a range of banners, creative executions and rich media ad formats.

Advertisers of ITV’s mobile inventory will now work with 4th Screen to develop mobile ad campaigns based on a toolkit of rich media and creative ad formats including HTML5 banners, rich media overlays, 3D ads, expandable banners, plus ‘sync to calendar’ and ‘click to find my nearest’ formats.

ITV joins 4th Screen's premium mobile ad network which also includes publishers such as MTV and IMDb and offers advertisers the opportunity to reach segmented audiences that are differentiated at the publisher level.

Richard Hicks, Head Of Mobile, ITV, said: “Our audiences are engaged with our flagship shows across a range of devices. It’s therefore absolutely vital that we can offer our advertisers the best possible set of options across any given platform be that TV, online, mobile and tablet platforms.

“4th Screen brings the agency contacts, creativity, technology and know-how to integrate with our existing ad sales set up and build our ad proposition across the growing mobile channel.”
Mark Slade, managing director, 4th Screen Advertising, added: “Brands and advertisers now understand the creative potential of mobile advertising. This is reflected in our appointment by ITV and underlines its commitment to mobile rich media ad campaigns.

“With such a comprehensive inventory of massively trafficked mobile apps and mobile sites, the potential to develop amazing creative ad experiences for ITV’s advertisers is huge, something that the team at 4th Screen is keen to champion.”

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