Advertising Round-Up: ITV Overlays, Tremor In UK

ITV (LSE: ITV) overlay ads ITV is excited about the overlay video ad format, which it’s been trialling, saying only nine percent of viewers found it a distraction, versus 14 percent for pre-rolls, viewed increasingly with disdain. ITV has been testing pictorial overlays powered by Californian vendor Keystream on UGC videos on its ITV Local portals; the broadcaster claims a five percent click-through rate. The survey of 1,200 suggests ITV is more likely to deploy overlays versus other formats as it continues its long trek to that £150 million annual web income target, which in part relies on video ads.

Tremor in UK: The web video ad network is opening shop in London and has appointed Adrian Lacey to be its first UK MD. Tremor claims 135 million unique visitors per month at home in the US and is eyeing a transfer of TV ads to the web. Release.