ITV reveals new online ad format, Ad Show

The media owner said the format offers brands — particularly regional advertisers and SMEs — the chance to create cost-effective interactive VOD adverts. Ad Show will consist of three templates: hotspot, thumbnail and carousel in which advertisers can use existing print and radio assets to produce the creative. Advertisers will also be able to vary the ads regionally.

ITV commissioned research, conducted by Decipher, which found that top of mind brand recall was increased by using Ad Show.

More than half of respondents ( 55%) who interacted with the format expressed positive sentiment about the advert. Respondents who interacted with the format delivered a purchase propensity of 28%, which was double that of the control group, with an uplift five times greater than print and radio.