RTÉ Digital, Vodafone and OMD launch the first interactive pre-roll to run on Ireland’s most popular VOD service, RTÉ Player.
RTÉ leads the way for advertisers to experience greater user interaction with new “overlay/full screen” format.
6th March 2013, RTÉ Digital; RTÉ Digital, Vodafone and OMD have launched the first interactive pre-roll to run on RTÉ Player, providing advertisers with significant opportunities to engage with their audience. Following on from another media first, the pre-roll planned by OMD for Vodafone – which ran for three weeks – featured an “overlay” or “full screen”, allowing the user to actively engage with further content within the advertisement. This is the first time this advertising format has appeared on RTÉ Player, Ireland’s most popular VOD service. This user-initiated overlay displays on top of the pre-roll ad, turning the player into a micro-site and engaging the users with additional brand content. http://www.youtube.com/watch?v=D9DlM0tbqZo.
“We believe using innovative advertising formats such as “overlays” or “full screen” not only provides advertisers with greater choices around audience engagement, but more importantly promotes user interaction and drives a higher level of brand awareness,“ commented David Fogarty, from RTÉ Digital’s Commercial Team. “Full screen offers a wealth of possibilities for the advertiser, while creating an immersive in-page ad experience, putting the user in control”.
“We’re excited about utilising overlays in our campaigns, as it provides us with a unique opportunity to engage with our target audience in an exciting and relevant way, by bringing our creative to life,” commented Emma Forde, Brand and Communications Executive, Vodafone, while Dara Maher, Digital Account Director of OMD added, “Video on Demand has played an increasingly important role in reaching Vodafone’s target audience in the last year. Any opportunity where we can increase engagement with individuals, bringing otherwise passive content to life, is embraced by OMD and Vodafone. RTÉ’s investment in technology and innovation has allowed us to do this”.
The “full screen” format has been lauded by the IAB http://www.iab.net/digitalvideorisingstars#5 as one of the 5 key Digital Video Rising stars, which seeks to create new and innovative canvasses for brand advertising on digital platforms, including display and mobile ads.
Full screen/overlay formats will now offer advertisers on www.rte.ie/player a wealth of new interactive opportunities including engaging and interactive opportunities with the inclusion of image galleries, Social Links, Videos, Games, Special offers, Find on Map etc.
About RTÉ Player
A second wave of unique research carried out by B&A www.banda.ie on the Irish market confirmed that RTÉ Player www.rte.ie/player is the most popular VOD service in Ireland, with over 50% more users than their nearest competitor. RTÉ Player has almost 1 million Irish adult users (15+) , half of whom use the service once a week or more. The number of weekly users has grown by 55% since 2011. The survey which was carried out in Q4 2012 also highlights a highly engaged audience. RTÉ Player is most popular amongst younger audiences with Comedy and Drama being their favourite genres.
About RTÉ Digital
A central part of this strategy is to ensure RTÉ’s content is available wherever and whenever the audience requires. RTÉ Digital has harnessed the collective digital expertise of the organisation to bring high-quality content and services to Irish and international audiences across a range of platforms, devices and markets. In addition, RTÉ Digital manages and is developing its stable of industry-leading digital platforms and services RTÉ.ie, RTÉ Player and the RTÉ News Now App.
RTÉ Digital’s key priorities are to meet the needs of audiences now and in the future through innovation and technology, engagement with social media, and by playing an active role within the Digital Economy. The division also seeks to develop partnerships with industry-leading companies and organisations, in the areas of technology, design, device manufacture and content provision.
Media enquiries :
Caroline Stephens, RTÉ Digital Communications Manager