Fosters and HTC invest in Channel 4’s interactive VOD formats

Fosters and HTC have become latest brands to trial Channel 4’s video-on-demand ad selector tool on 4oD.

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The Ad Elect tool lets viewers choose which ad creative they want to watch before the 4oD content. It also lets brands run separate campaigns and creative simultaneously across both the online platform and TV.

Fosters and HTC join Adidas, Red Bull, and Marks & Spencer, which were among the first to adopt the ad format earlier this year.

Fosters has launched its first online-only video ads using Ad Elect as part of its Good Call brand campaign. The beer brand has also rolled out an alternative ad selector format across video ad network Tremor Media’s network as part of the same campaign.

The beer brand is gradually increasing its investment in interactive VOD formats. Robbins said Fosters now dedicates around 35% of its overall VOD budget to ad selector formats such as Ad Elect.

Meanwhile HTC has launched two separate campaigns using Ad Elect to promote its Desire and Wildfire tablets. It kicked off a six-week campaign in May using Ad Elect for the first time, for which early data proved quadruple the average click-through rate.

George Robbins, video manager at Fosters’ media agency Starcom MediaVest, says using tools such as Ad Elect can help inform and hone future ad creatives.

Ad Elect is the first of a suite of interactive online video formats Channel 4 is developing, in collaboration with developer Panache. It remains the only UK broadcaster to use an ad selector tool.

Channel 4 commercial controller Ed Couchman said it’s vital to drive development of new video formats to meet advertisers’ increasing demand for online video.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

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