Channel 4 debuts mobile interactive video ads


Channel 4 has launched a selection of its sales division’s interactive video ad formats (iVOD) on Apple iPhones and iPads as the UK broadcaster looks to capitalise on its growing mobile audience.

The move makes it the first UK broadcaster to offer mobile-supported interactive video ads, for video on-demand, to the market.

Channel 4 also claimed that almost 50% of its on-demand viewing now comes from mobiles and tablets.

The new initiative consists of three formats.

• ‘Ad Link’ places a range of social media and clickable links directly onto the pre-roll as; Ad Extend, which lets viewers watch an extended version of the advert.

• ‘Ad Bloom’ provides microsite functionality including data capture.

• ‘Ad Shop’ features a toolbar of the products shown in the pre-roll ad that a viewer can click and buy or find out more information about.

Agencies and advertises that opt for these interactive options will now have their campaigns supported on mobile devices at no extra cost, said Channel 4.

“As VOD 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,” said David Amodio, digital leader at Channel 4.

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