Innovation – RTÉ unveil new digital video ad format for AIB



RTÉ Media Sales – Digital, in collaboration with AIB and Starcom unveil new digital video format, the ‘Ad Selector’ on Ireland’s most popular VOD service, RTÉ Player, for the ‘AIB GAA Senior Football Championship – Sponsorship’ campaign.


Commenting on the campaign objectives and concept, Louise McCabe, Client Manager, Starcom Ireland, said, “In order to disrupt an already busy category of sponsorship, our goal was to deliver a high impact format to drive awareness of AIB’s sponsorship of the 2015 GAA Senior Football Championship.


Working closely with the RTÉ Media Sales – Digital team, we developed a custom built ‘VPAID Ad Selector’ format which was solely created using the TVC. The first piece of copy featured Dublin’s Paul Flynn and the second version featured James O’Donoghue from the Kerry team. The campaign creative assets were supplied by AIB’s creative agency, Rothco.


Running in sync with the TV campaign, the interactive format provided an outlet for viewers to interact with the AIB brand allowing them to decide to view either video – or indeed view both if desired”.


Commenting on the new ad format, David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital said, “The ‘Ad Selector ‘allows the user to control their entire ad experience during video playback by choosing the ad they want to see. The user is presented with 2 video options. Once a selection has been made, the user will be presented with the video or category of their choice. A first of its kind on RTÉ Player, the idea hinged on the age-old Kerry / Dublin rivalry. The user has the option to switch to the other video at any time”.


“We were delighted to work with the team in RTÉ’s digital division to develop a new, innovative and disruptive format as part of AIB’s campaign to promote the GAA sponsorship. Engagement rates have been very strong to date indicating a deeper brand connection with the viewer. As a result, the format gave users a more rich and immersive experience with the AIB brand. We look forward to seeing the final results of the campaign in September”, added Louise McCabe, Client Manager, Starcom Ireland.


Click here to view the campaign in our creative gallery.

Campaign Format:
Client: AIB
Campaign Name:
AIB GAA Senior Football Championship – Sponsorship
Platform: RTÉ Player
Ad Format:
VPAID Interactive Ad Selector Video
Other advertising medium: TV, Social and Display advertising


Treasa Maguire, Account Manager, RTÉ Media Sales – Digital
T: +353 208 3300| E:

Treasa 01Treasa Maguire, Account Manager, RTÉ Media Sales – Digital, has over 10 years experience across radio, print and digital. Treasa manages a key portfolio of advertising agencies and is responsible for online sales advertising across RTÉ’s digital platforms. Prior to working with RTÉ, Treasa held roles with Checkout Magazine, SOL, Ad2one and Page 7 Media.

The RTÉ Media Sales – Digital team are Rich Media experts who are constantly innovating and can work with you to devise a bespoke solution for your campaign.

To plan your next rich-media campaign, talk to:
David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital

M: +353 87 295 1697 | E:

Play 05David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital, has been involved in digital advertising for over 8 years. David has responsibility of leading and managing the RTÉ digital trafficking team and development and implementation of new ad formats across all of RTÉ digital platforms. David is a specialist in Rich Media and Video and holds a BSc in Computing.