IAB Engage: Rimmel first to use new dual-screen ITV ad format

Rimmel London, the cosmetics brand, will be the first advertiser to use ITV's new synchronised ad format this weekend, when one of its digital ads appears on 'The X Factor' app at the same time as an ad is shown on ITV1.

Fru Hazlitt: ITV's managing director of commercial and online at IAB Engage
Fru Hazlitt: ITV's managing director of commercial and online at IAB Engage

The ad format was unveiled by Fru Hazlitt, managing director of commercial and online at ITV, as part of her presentation at the Internet Advertising Bureau's Engage conference at the Barbican in central London today (25 October).

In activity planned and bought by OMD UK, 'The X Factor' app, which was created by FremantleMedia UK Interactive and is currently available for iOS mobiles and tablets, will display a digital ad to complement the ad on TV.

The ad format, to be known as Ad Sync, was trialled with Carat and Arla Foods' Cravendale brand in September, and Hazlitt said a quarter of the audience on the play-along app chose to engage further with the brand.

This afternoon Hazlitt warned companies not to get carried away with technology. She said the different sectors within the media industry should stop predicting each other's death and concentrate on "delivering to our customers".

Although Hazlitt had been asked to give a session on the merits of a pure-play digital business versus the challenges of a traditional business, she rejected the brief in favour of talking about the sales mantra of KISS (Keep It Simple Stupid).

Hazlitt said: "Finally, we all need to stop saying 'digital'. Everything has a digital form now and we are in danger of sounding like our dads, for God's sake, if we continue to draw this line. At the core of everything has to be the belief of what we are delivering to our customers.

"In ITV's case, we know that yes, our audience has some early adopters and digital purists, but mostly it's about the mass market, who take a while to change. We need to respect those viewers, innovate within their reach, while still strengthening our core business.

"Really, really, really, keep it bloomin' simple."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Timeline: A look back at April Fool's marketing

Timeline: A look back at April Fool's marketing

It is every pranksters' dream day, but now the annual practical joke occasion is an opportunity for brands to put themselves in the eye of gullible/on the ball consumers via creative pranks. Here, we take a look back at the best hoaxes throughout the last decade.

Share
Brands on Buzzfeed: Just add puppy GIFs

Brands on Buzzfeed: Just add puppy GIFs

We take a look at McVitie's posts on Buzzfeed (a long look, puppies are involved), James Cordon's bod and an even longer look at April Fool's Day pranks over the past decade.

Share
Martin Sorrell: Advocacy is part of advertising

Martin Sorrell: Advocacy is part of advertising

Advocacy is not threatening to usurp advertising because they are both part of the same process, according to WPP's chief executive, Sir Martin Sorrell.

Share

Get news by email