C4's web site has launched a widescreen interactive ad format to offer advertisers similar opportunities to a TV bumper ad. Initially hosted on the homepage, it will be rolled out across the brand's vertical content channels, like entertainment.
Errol Baran, agency sales controller at 4interactive, the broadcaster's digital arm, said: "The new ad format will let us utilise the impact of broadband and develop an online strategy more closely linked to TV, so the user experience is more similar. Users can watch TV and continue their experience online."
C4 is planning campaigns on various platforms, said Paul Cox, managing director of Mike Colling and Company, the marketing agency for 4interactive.
Online advertising has been created in-house by 4creative. "We are looking at a variety of creative firsts in different media," said Cox. Email newsletters, search engine optimisation and affiliate networks are also being used, and there are plans to launch new content sections.
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