Discovery Channel show urges viewers to build a shelter and skip its ad
- Original Productions, the producer of "Deadliest Catch" and "Jay Leno’s Garage," is rolling out the new series "Bushcraft Build-Off" on Discovery Channel on Nov. 14. To build awareness, the company is partnering with PK4 Media on a digital advertising campaign, per a press release made available to Marketing Dive.
- As part of the multichannel campaign, one format is an interactive branded “skip this ad” solution using PK4’s TruEngage technology. Browsers see a lean-to in the woods and have the option to drag branches over to it to make a roof and skip the rest of the ad. Once the branches have been moved, the ad skips to a screen telling viewers when and where the show airs and then disappears.
- The omni-channel campaign will target reality show viewers using PK4's audience segments.
By taking advantage of the targeting and interactive capabilities of digital ads, Original Productions is able to reach its target audience with a format the reinforces the theme of "Bushcraft Build-Off," which challenges builders to survive using only natural materials found in their proximity. The ad mimics this theme by encouraging browsers to build a shelter with one click of the mouse.
The use of interactive video ads is growing because of the potential for deeper engagements through personalization. Research from Innovid shows custom interactive video campaigns generate a 561% lift in total user engagement compared to standard pre-roll campaigns.
Playable ads with gamification elements are one way that brands are making their ads interactive. The trend runs the gamut from ads that are almost a full-fledged game to ones like for "Bushcraft Build-Off" that offer a single simple interactive element. At the other end of the spectrum, teen apparel brand Hollister ran in-app ads that let users collect coins, avoid obstacles and power up with animated pairs of jeans.