IP&TV World Forum – London. ITV plans to launch three ad formats for its online services this year, according to Robin Pembrooke, MD, Online and On Demand ITV.
They will be Ad Explore, allowing interaction with ads when on air; Ad Play, allowing viewers to ask questions around ads they’re watching; and Ad Save. Pembrooke added that IPTV is in the second year of a five year plan developing its multiscreen content strategy, the four elements of which are VOD content (ITV Player), Live TV – second screen, innovating advertising and the ITV News online experience.
ITV is now the second most downloaded app on the iPad in the UK and ITV Player has been used over 4 million times across iOS and Android platforms.
Pembrooke also said the broadcaster had recently signed agreements with Lovefilm, Netflix and Sky Anytime and was working with MGt’s PayWizard and Irdeto.
