First brands sign up to Channel 4’s interactive ad formats

Channel 4 has signed up the first brands to use its new interactive ad formats.

Confectionary company Mikado will be the first brand to run online adverts using the new Ad Bloom format, which allows the advert to develop from an in-player ad pre roll to a microsite within the player. This can be populated with content videos, product features and photos, driving brand exposure and dwell time, according to Channel 4. The Mikado ad will include teaser video clips, Facebook links and editorial content on the different variants of the brand. All the information will be housed within a bespoke microsite within Channel 4’s online 4oD player.

McCain has signed to run adverts using the Ad Social format, which lets viewers check in with, recommend, or follow a brand on various social networking sites from the 4oD player.