Channel 4 launches mobile interactive video ads in UK first

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UK broadcaster Channel 4 today announced it has launched a selection of its interactive video ad formats (iVOD) on iOS mobiles and tablets.

This makes Channel 4 (through its Channel 4 Sales) the first UK broadcaster to offer mobile supported interactive video ads for video on-demand (VOD) to the market. Mobiles and tablets currently account for almost 50% of Channel 4‘s on-demand viewing.

From today, 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.

Further interactive ad formats available in Channel 4’s iVOD suite, which currently includes Adapt, Ad Weather, Ad Elect and Ad Pause, will be added at a later date – as well as expanding the range of platforms to support interactive video ads.

David Amodio, Digital Leader at Channel 4 comments: “We’re excited to be the first broadcaster to launch mobile supported interactive ads on 4oD. 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 our advertising partners maximum engagement with our valuable viewers wherever they’re watching.”

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