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ITV rolls out new online ad format aimed at new-to-TV brands and small businesses

ITV Commercial has created a new advertising format, Ad Show, aimed at supporting new-to-TV brands, regional advertisers and small and medium-sized businesses.

Among the first to sign for the new platform, which offers brands the chance to create cost effective interactive Video On Demand (VOD) adverts, are radio manufacturing brand Pure, furniture retailer Arighi Bianchi and social housing company Keepmoat.

ITV will offer three templates to best suit the advertiser’s content including hotspot, thumbnail and carousel. Advertisers can use existing print and radio assets to produce the creative and will also have the opportunity to regionalise campaigns based on their specific demands.

Jon Block, head of commercial innovation at ITV, said: “Using Ad Show, we are now able to offer a wide-range of brands the opportunity to make their adverts relevant to our audiences in a new, modern, relevant and cost effective way.”

The announcement comes following research by the broadcaster in conjunction with Decipher, which found that users who interacted with the format delivered a purchase propensity of 28 per cent.

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