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The format, created by video advertising network Web TV Enterprise, aims to increase viewer engagement and brand awareness.

As an extension of the standard pre-roll, the impact ad will display the ad in a full-screen window when initiated by the user. When the video ad has finished, the player returns to its original size and starts to play the requested content.

The Sony PlayStation campaign was booked through media agency Manning Gottlieb OMD.

Sony PlayStation will be testing pre-roll impact ads as part of a campaign to launch Tekken 6; the latest edition of the cult-fighting game. The ad will feature popular characters from the Tekken gaming series and game-play clips from the latest instalment, which released on October 30.

Web TV Enterprise will be running the ads on related video channels within its network, including Bauer's FHM.com, IPC Media's Nuts TV and Mondo Media.