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

Netflix gears up for European launches

Netflix gears up for European launches

Netflix, the video streaming service, is set to launch across six European countries this week. Starting with France, services will roll out on successive days in Germany, Austria, Switzerland, Belgium and Luxembourg.

Share
Yahoo appoints Tom Toumazis as head of partnerships in EMEA

Yahoo appoints Tom Toumazis as head of partnerships in EMEA

Yahoo has appointed former Walt Disney and Endemol leader, Tom Toumazis, as head of partnerships EMEA, as part of its attempts to boost its commercial prowess in the region.

Share
Ads fail to represent parenting properly, claims new research

Ads fail to represent parenting properly, claims new research

Ads are presenting an unrealistic representation of modern day parenting, claims new research by Parentdish.

Share

Get news by email