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Article: Carlton Active drives forward with Audi ad initiative on DTT.(Brief Article)
- Article from:
- New Media Age
- Article date:
- July 26, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ITV production house Carlton Active has created the first interactive ad for a car manufacturer on digital terrestrial TV (DTT), with an Audi campaign which launched on Thursday (19 July).
ITV Digital viewers can use their remote controls to move onscreen magnifying glasses linking to full-screen close-ups of different sections of the A2 and A6 models.
Carlton Active says this is a new model for iTV ads on DTT, as it will be the first time an advertiser has been able to use the full screen to display interactive content.
The A2 ad features the car inside a London Eye pod, drawing comparisons between the Eye's light, strong frame and the car. The ...