ITV Unveils New Online Advertising Format, Ad Show
ITV Commercial today announced the launch of its new advertising format, Ad Show, aimed at supporting new-to-TV brands, regional advertisers and small and medium-sized businesses.
The format offers brands the chance to create cost-effective interactive VOD adverts. ITV offers three templates to best suit the advertiser’s content including hotspot, thumbnail and carousel (please see the examples below). 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: “We are delighted to be launching this new innovative format for VOD adverts and welcome a number of non-traditional TV brands and local businesses to ITV . 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.”
Ad Show promotional video
New research, commissioned by ITV and conducted by Decipher, found that this new format is effective in delivering on strong brand metric uplifts. Top of mind brand recall was significantly increased by using Ad Show, delivering three times greater uplift than press and radio.
Further findings show:
- 55% of respondents who interacted with the format expressed positive sentiment about the advert
- Favourability towards the brand was substantially increased by the new format, particularly amongst those who interacted, delivering a 27% score increase
- Respondents who interacted with the format delivered a purchase propensity of 28%, which was double that of the control group with the uplift five times greater than print and radio
- The online, interactive format on ITV Player was seen as a more modern, relevant, and attention-grabbing mode of advertising for brands than radio or print
ITV Commercial continues its partnership with UK-based interactive video provider Brainient to build and deliver new innovations for premium video advertising.
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