ITV partners with Brainient to launch a number of new interactive video formats for its on-demand service
ITV has announced that it will be adding a number of new interactive video formats for ITV Player audiences following the success of Ad Explore.
ITV Commercial launched Ad Explore, its first interactive format, in February 2012. It was developed to increase user engagement with clients’ brands and allow viewers to explore more about the advertiser's products or services from within an advert itself.
A partnership with interactive video company, Brainient, has now been brokered to bring a series of new formats.
These formats include: The Carousel, allowing users to view additional content such as video, gallery or links to websites in a strategically placed carousel; The Ribbon, allowing brands to advertise products through multiple synchronised experiences with products appearing in the overlay, which have been triggered by the video advertisement; The Button, allowing advertisers to have multiple calls-to-action on screen to a variety of products at the same time; The Extend, allowing audiences an extended version of an ad without interruption; The Select, giving viewers the choice of which creative to watch from a variety of options; and The Microsite providing extra content for consumers inside the video player.
“Ad Explore has proved to be a great success for ITV – since launch, we have seen average interaction rates of 4 per cent, with the most successful creatives above 15 per cent,” said Jon Block, controller of commercial digital products at ITV. “We are very excited to be able to offer an extended suite of interactive formats and believe the next generation of Ad Explore is an attractive, affordable and effective solution for brands.”
New suite of formats launches with a Thinkbox campaign (pictured) on 16 September.