ITV seeks to boost use of ITV Player with campaign

ITV is set to launch an integrated marketing campaign to encourage use of ITV Player on mobile and desktop, a move that comes as the broadcaster rolls out a suite of new advertising tools and formats for its on-demand platform.

The marketing push will run in two parts, with one element serving to highlight the availability of the ITV Player app on all mobile and tablet devices supporting Android – following a period of exclusivity when the app was only available with Samsung devices.

TV ads across ITV’s family of channels are shot from a “consumers’ eye-view” as they watch content on the move and were created by ITV Creative and Hometown London. They will be supported with bespoke Celtra-built rich media mobile ads, targeting users around the time of day and their location.

The other half of the campaign targets a more “mature” demographic and showcases how viewers can catch up with ITV Player using desktop computers. It will be supported by a “how to use” video on ITV.com.

Sonia Sudhakar, director of digital and on demand marketing, says: “We are conscious video on demand adoption is varied across demographics and with these campaigns, we hope to encourage both groups to watch more of the ITV programmes they love in a way that suits their lifestyle.”

The campaign will air ahead of the launch of a new suite of ad formats for advertisers using ITV Player, offering brands a range of interactive templates – including click-to-purchase options. The new formats are detailed in the box below.

The most recent launch is an evolution of ITV’s first interactive video on demand format, Ad Explore. It launched in February 2012 and allowed viewers to explore more about an advertiser’s products or services within an advert.

ITV Commercial has also now entered into a partnership with interactive video company Brainient to build and deliver new functionality for its premium video on demand formats and to provide advertisers more comprehensive analytics for their campaigns.

Thinkbox will be among the first advertisers to use the new formats. The TV marketing body has opted to use the “Microsite” format for its “Harvey and Rabbit” – featuring a video gallery, the ability for viewers to personalise and share imagery and also to click on links – and the Select VOD format, allowing viewers to pick the pre-roll ad they want to view from a selection of three.

ITV Player Ad Explore’s new functionality

The Microsite – allowing for extra content to exist inside the video player for consumers to engage with.

The Select – giving viewers the choice of which ad they want to watch from a variety of options.

The Extend – offering viewers the chance to watch an extended version of the ad without interruption.

The Button – allowing advertisers multiple on-screen calls to action about a variety of products at the same time.

The Carousel – offering viewers an opportunity to watch additional content such as video, a gallery or links to a website.

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