4Sales unveils first ever 360° interactive VOD ad format | VOD | News | Rapid TV News
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Aiming to allow viewers of its All 4 on-demand service to immerse themselves in advertisers’ creatives, the sales arm of broadcaster Channel 4 has announced a virtual reality (VR) video-on-demand (VOD) advertising format.

channel 4 all 4 With the new Ad 360, developed by video technology partners Innovid, All 4 viewers will experience both ads in their entirety by dragging their mouse to rotate the screen to discover new perspectives and explore every angle and place them at the centre of the creative.

The format will be unwrapped in the next few days with the launch brands Honda and South African Tourism. Honda’s ad allows viewers to virtually test drive the new Honda Civic, while South African Tourism will encourage viewers to step inside Neighbourgoods Market in Johannesburg. Alongside Honda and South African Tourism’s agencies Dentsu Aegis Network and UM, the creative ideas were developed through 4Sales’ PL4Y. This comprises a culture and practice through which briefs are interrogated to identify the best possible way Channel 4 can add value to a brand.

Channel 4 claims that its digital strategy has yielded consistent revenue growth with digital revenues up 30% in 2015 and matched growth in 2016. Commenting on the launch, David Amodio, Channel 4’s digital and creative leader, said: “Ad 360 enables All 4’s audience to engage with brands in a new and exciting way using the latest developments in 360° content creation, strengthening our existing suite of innovative digital ad products.”

Added Innovid EMEA managing director Matt Colebourne: “We are very excited that we continue to extend our ability to deliver advanced creative to more screens and locations than anyone else, and we’re thrilled to join forces with Channel 4 to bring 360° interactive video experiences to the European market for the first time. There is nothing more immersive and engaging than the 360° format, as it allows advertisers like Honda and South African Tourism to draw in viewers with impactful storytelling while also generating longer viewing times.”

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