Commercial broadcaster ITV has begun a marketing campaign in support of the ITV Hub, a mobile destination available on mobile, PC and connected TV which seeks to draw linear and on-demand television together.
Live streaming already accounts for 30 per cent of ITV’s traffic, a figure which will be reflected in the new campaign through a range of live, reactive, outdoor, digital approaches including real-time updates, animation and custom copy relating to the current time, location, weather or TV schedule.
Mobile users will benefit from additional functionality including a ‘swipe to live’ feature allowing near instantaneous interchange between linear and on demand TV
This will dovetail with on-air adverts broadcast on ITV, Channel 4 and Sky voiced by Broadchurch heroine Olivia Colman, each of which will detail the type of daily content available via the ITV Hub.
ITV’s director of online, Paul Kanareck, said: “With over 50 hours of new content every week, the ITV Hub is the digital destination for the very latest must-see programmes and our new, swipe to live feature is a brilliant way to bring viewers even closer to the programmes they love.
“With its emphasis on live and lively, the ITV Hub launch campaign has captured the personality of our VOD – a brilliant digital service where there is always something new to enjoy.”
ITV Creative masterminded the marketing campaign in collaboration with designer Jon Yeo.