Channel 4 claimed that the move makes it the first UK broadcaster to offer mobile-supported interactive video ads, for video on-demand, to the market.
It also said that almost 50% of Channel 4‘s on-demand viewing now comes from mobiles and tablets.
Among Channel 4’s interactive ad formats are: Ad Link, which places a range of social media and clickable links directly onto the pre-roll as; Ad Extend, which lets viewers watch an extended version of the advert; Ad Bloom, which provides microsite functionality including data capture; and Ad Shop, which features a toolbar of the products shown in the pre-roll ad that a viewer can click and buy or find out more information about.
Agencies and advertises that opt for these interactive options will now have their campaigns supported on mobile devices at no extra cost, said Channel 4.
“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,” said David Amodio, digital leader at Channel 4.