Channel 4 has become the first broadcaster to launch interactive video as formats, known as iVOD, on iOS mobiles and tablets.

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 the support for mobile formats for its on demand service.

David Amodio, Digital Leader at Channel 4 said: “We’re excited to be the first broadcaster to launch mobile supported interactive ads on 4oD. 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.”

Currently known as 4oD, All 4 will replace the 4oD brand on all platforms by the end of Q1 2015.