SeeSaw 'puts users in control' with Ad Selector
SeeSaw, the video on demand service, has launched Ad Selector in the UK, which enables users to choose the ad they watch before streaming a programme.
SeeSaw: introduces Ad Selector
In what the online TV service from Arqiva is claiming as "a landmark first for the UK," consumers will have the opportunity to choose from three separate ads by an individual brand before watching a programme online.
It is designed to stimulate viewers' engagement by getting them to choose the ad they wish to watch, a process found to improve brand recall and increase purchase intent.
SeeSaw programmes from BBC Worldwide and independent producers are hosting the service from today.
Ad Selector's arrival follows the SeeSaw service launching in the US at the start of the year. A range of other VoD services in the US host similar services, including Hulu and CBS.com.
Ben Williams, head of advertising at SeeSaw, said: "The Ad Selector puts the user in control of the advertising experience and therefore increases their engagement and purchase intent.
"Our vision is to create a unique environment for advertisers to reach their audience through innovative methods, and today's announcement is the first step towards this, with more initiatives in the pipeline."
The service has been launched in partnership with interactive video company Brainient. The production process is said to be "straight forward," combining traditional video formats with flash-based overlays.
Williams predicts there will be an incremental change in the type of advertising hosted on the service in 2011. Liking it to the development of online display ads 10 years ago, he expects creative agencies to increasingly think about innovative VoD content at the start of the production chain, when relevant for the client.
He said: "The next evolution will be about enhancing, not replacing, repurposed TV assets and content."
SeeSaw has attracted a wide range of advertisers, including blue chip giants Microsoft, Coca-Cola, Heinz, Ikea, O2 and Sainsbury’s, since it launched in the UK on 17 February.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
- Senior Digital Planner - Superb Integrated London Agency - FMCG Accounts - Up to £70K Fill Recruitment Ltd Up to £70K, London
- Analytical Marketing Manager Badenoch & Clark £40000 - £45000 per annum, City of London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
Integrated digital marketing offers huge opportunities to engage, servic...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...