Showing just how far online TV has moved into a monetisation phase, Nokia UK is debuting an interactive VOD campaign featuring Tremor Video UK’s first inRoll ad format to extend, enforce and enhance the TV commercial for its new E7 device.

The E7 online video campaign run by Tremor Video is designed to encourage viewers to interact with the brand far longer than a typical 30-second ad slot without interrupting their video experience on publishers’ premium video sites. Tremor is already declaring the campaign a success. It says that it has generated interaction rates six times higher than similar ads viewed in the US, while the ad’s engagement rates were double than US averages.

The Tremor creatives integrated Nokia’s broadcast and social media marketing strategies into one interactive online ad unit that allowed viewers to explore features such as the phone’s camera, plus its own video-on-demand online TV service and HD movie capability. Viewers could gain the information they wanted about the phone through images and additional demo videos, as well as an option to select their preferred phone colour within the ad – all in-stream without being redirected to a new webpage.

inRoll also invites users to interact with the products and services the brand has to offer, through longer form videos, image galleries, product demos, online games and social media functions—such as a live Twitter feed, data collection on ad sharing through Facebook—in one online video ad.

The interactive pre-roll ad was commissioned for Nokia by media agency Carat, whose Broadcast Executive James Weinberg said: “We wanted to extend the Nokia ad campaign with creativity, but tailor it specifically to show off the E7’s touch screen and QWERTY keyboard. The originality and interactivity of the inRoll creative and the targeting capability of Acudeo are core to the success of this campaign online. The inRoll format also provided Nokia with consumer habits data they had never seen before, enabling them to see how, when and where viewers interacted with the ad.”

Joseph O'Halloran | 23-06-2011