Digital Innovation: 360 degree ads
4Sales, Honda and South African Tourism have launched the first ever 360° interactive VoD ad format that allowed viewer on All 4 to immerse themselves in advertisers’ creative. This brand new 4Sales format is called Ad 360.
Honda’s ad challenges viewers to virtually test drive the new Honda Civic while South African Tourism encourage viewers to step inside Neighbourgoods Market in Johannesburg.
All 4 viewers experience both ads in their entirety by dragging their mouse to rotate the screen in order to discover new perspectives and explore every angle – placing them at the centre of the creative.
Developed by video technology partners Innovid, Ad 360 is the latest addition to 4Sales’ market leading suite of interactive digital ad formats including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You.
Alongside Honda and South African Tourism’s agencies Dentsu Aegis Network and UM, the ideas were developed through 4Sales’ creative approach PL4Y – both a culture and practice through which briefs are interrogated more ruthlessly in order to identify the best possible way Channel 4 can add value to a brand.
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 degree content creation, strengthening our existing suite of innovative digital ad products.”
Matt Colebourne, Managing Director of EMEA, Innovid said: “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.”
Jennifer Shuker, Marketing Communications Manager, Honda Motor Europe said: “The Honda Civic has built its reputation on pushing boundaries and innovation in the motoring category and our new model is no different. What’s more, we’ve seen a real spike in consumer demand for virtual product experiences. As a result, we needed a media approach that reflected this across all touchpoints and this activity really delivers on that.”
Tolene van der Merwe, UK Country Manager, South African Tourism said: “The response we’ve already received to the 360-degree videos we’ve posted on our social media channels proves to us there is a real demand for and delight in this content. Using immersive content like this helps us to really showcase South Africa and engage with our audience.”
Channel 4’s innovative digital strategy yields consistent revenue growth with digital revenues up +30% in 2015 and matched growth in 2016.