Rimmel London will be the first brand to use ITV’s synchronised dual-screen ad format, due to launch during The X Factor this weekend.
The ad format, called Ad Sync, will run on smartphone and tablet iOS apps, created by production house FremantleMedia UK Interactive, simultaneously with the linear broadcast ad during The X Factor.
The format was unveiled by ITV’s managing director of online and commercial Fru Hazzlit earlier today during her presentation at IAB Engage (nma.co.uk 25 October 2012).
The deal was brokered by media agency OMD and the synchronised second-screen and TV ad will run on Saturday (27 October).
Cravendale Arla Foods was the first brand to trial the format, which can be tailored to suit different advertisers’ demands, in September, reporting that a quarter of the audience engaged with the format.
ITV’s head of mobile Richard Hicks said, “Engagement with the TV spot is crucial, and our new Ad Sync format gives our clients the opportunity to own the TV spot in the second screen environment including exciting new creative and call-to-actions.”
Meanwhile ITV has also launched interactive video ad format Ad Explore, securing brands including Cadbury’s Burtons Biscuits and M&S as launch partners. The brands saw an average 64% surge in site traffic following their first trials, which ran on ITV Player (nma.co.uk 13 September 2012).