France TV lab
Advertising innovation : the Adways “skinroll” live at Roland Garros
Advertising is necessary for the budgetary balance of a media company but, for France Télévisions, the video experience must be user-friendely and the ads should not last too long, at the risk of diverting the user from viewing.
That is why France Télévisions must innovate and look for a way to satisfy the needs and desires of each stakeholder. During the last Roland Garros, France tv sport tested the skinroll, a minimally invasive format, since it is an L-shaped format that slightly reduces the live video player while allowing the user to continue watching the program. Advertising does not overlay or stop content. However, it allows for non-intrusive interaction between Internet users and brands.
First time broadcasted during an international sport event, this new advertising format, proposed by the start-up Adways and France Télévisions, offers real visibility to brands and gives the users another advertising experience.