Channel 4 claims UK broadcast first with mobile VOD interactive video ads
| 01 November 2014
The UK’s fourth largest broadcaster Channel 4 is claiming to have become the first UK broadcaster to offer a selection of its interactive video ad formats for video on demand (VOD) on iOS mobiles and tablets.
4oDMobiles and tablets currently account for almost half of Channel 4‘s on-demand viewing. Now, possible through a partnership with Innovid and effective immediately, Channel 4 will enable agencies and advertisers who choose Ad Link, Ad Extend, Ad Bloom and Ad Shop to see their digital TV campaigns additionally supported on mobile devices, at no extra cost.
Clients will be able to place a range of social media and bespoke clickable links directly onto the pre-roll and viewers will have the opportunity to watch an extended version of the advert. In addition they provide microsite functionality including data capture and 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.
Further interactive ad formats available in Channel 4’s iVOD suite will be added at a later date – as well as expanding the range of platforms to support interactive video ads.
“We’re excited to be the first broadcaster to launch mobile supported interactive ads on 4oD,” said David Amodio, Digital Leader at 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.”