Channel 4 launches mobile interactive video adverts for on-demand platforms
Channel 4 Sales has launched a selection of its interactive video ad formats (iVOD) on iOS mobiles and tablets.
The announcement means 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.
David Amodio, digital leader at Channel 4, said the broadcaster was "excited" to launch "mobile supported interactive ads on 4oD". He added: "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 out advertising partners maximum engagement with our valuable viewers wherever they're watching."
Campaigns using Ad Link will see a range of bespoke clickable links directly on 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 shows in the pre-roll for the viewer to click-to-buy products shown or find out more.
Further interactive ad formats in Channel 4's iVOD suite - which includes Adapt, Ad Weather, Ad Elect and Ad Pause - will be added at a later date.
Currently mobiles and tablets account for almost half (50 per cent) of all Channel 4's on-demand viewing.