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Only 9% of people find overlay video ads to be intrusive and detract from their overall viewing experience, according to a report by ITV.

ITV are testing various ad formats for placements within their video content. Overlays seem to be more popular (or rather less unpopular) than pre-roll ads, and have a 5% CTR – way higher than pre-roll.

The broadcaster has partnered with Keystream to test the new technology on the ITV Local Your News channel, with uSwitch and FreeSat as the first advertisers to trial the new approach.

Why blog this? It is a fine balancing between interuption and click-thru rates when it comes to inline video advertising. Already a number of platforms who allow innovative approaches to inline ads are springing up, and broadcasters and content distributors are eager to try them out. ITV is already discussing the user of inset advertising using technology which allows adverts to be placed on surfaces within content, which can of course be dynamically changed per market.

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