UTV Ireland and media agency Vizeum have launched the first ever ‘Ad Show' Vpaid ad format into the Irish market for global household giant IKEA.

The Vpaid ad format is a set of standards for the communication between video players and in-stream video advertising. This Vpaid ad, designed for the IKEA ‘Bedrooms' campaign, allows the user to engage in IKEA's A-Z sleeping tips, using thumbnails, stills and audio to create a unique consumer experience.

According to Daragh Byrne, UTV Ireland's commercial director, "we have been working closely with the innovation teams at ITV to bring quality creative concepts to the Irish market - as we continue to differentiate UTV Ireland's broad range of commercial offerings. The introduction of this Vpaid ad exclusive to UTV Ireland allows us to provide video assets to clients who do not have those assets readily available.

"In a world where consumers are exposed to advertising through multiple mediums, it is hugely important for brands to standout from their competitors. The Vpaid ad format engages consumers and provides an alternative and positive brand experience. It is great to launch UTV Ireland's first Vpaid ad, particularly in the channel's infancy, and we are delighted to have done so with such an iconic brand as Ikea."   

"The potential for VOD as a medium is severely underused," adds Manuel Yoacham of Vizeum.

"The standard creative is a repurposed television ad, meaning the branding and call to action isn't seen until the end. As such we're always looking for opportunities to innovate for our brands and UTV Ireland helped us showcase IKEA's new ‘Bedrooms' campaign in a really unique and effective manner."

To view IKEA's Vpaid ad, click here.