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

Twitter video: what marketers need to know

Twitter video: what marketers need to know

The roll-out of Twitter video is a positive move to further improve user experience, writes Andy Pringle, head of performance media, Performics UK, part of the ZenithOptimedia Group.

Share
'Too vague' Google forced to review data privacy policy

'Too vague' Google forced to review data privacy policy

The office of the Information Commissioner (ICO) has forced Google to review its privacy policy and improve the way it communicates to customers how it uses data.

Share
Tony Vickers service of thanksgiving on 23 February

Tony Vickers service of thanksgiving on 23 February

A service of thanksgiving for Tony Vickers, the former managing director of sales and marketing at BSkyB and sales chief at TV-am, will be held on Monday 23 February.

Share

Get news by email