RTÉ Digital unveils the ‘On-Pause’ ad format with additional interaction
RTÉ Digital, UM Manchester and Aldi unveil the ‘On-Pause’ ad format with additional interaction via Ireland’s most popular catch-up service, the RTÉ Player.
The ‘On-Pause’ ad is one of RTÉ’s leading interactive video formats. This custom build format appears every time the RTÉ Player is paused. When in pause mode this ad remains in vision until the user resumes play.
On pausing the RTÉ player, users were able to interact to view in full an extended version of Aldi’s on air commercial; this is the first time this level of interactivity has been developed for this format. Additional call to actions were also introduced.
Treasa Maguire, RTÉ Digital Key Account Manager said, “The key objective was to extend the reach of the Aldi TV campaign and engage with their target audience in an exciting and relevant way. Ireland’s most popular catch-up service, the RTÉ Player proved the ideal media mix for this campaign. The innovative ‘On-Pause’ ad format provided Aldi with a unique opportunity to capture an engaged audience, allowing users to consume and interact with the brand”.
Mary Corcoran, RTÉ Digital Ad Operations commented, “The development of innovative ad formats is part of RTÉ Digital’s strategy to deliver leading edge innovation for brands in the digital advertising market. Innovative ad formats and media firsts offer a wealth of possibilities for the advertiser, whether creating an immersive in-page ad experience, or putting the user in control, these new ad formats are providing cut-through in a busy advertising environment”.
On-Pause Ads: ‘On-Pause’ ads appear every time the RTÉ Player is paused. When in pause mode this branded and interactive canvas remains on screen until the user resumes play or exits.