Renault pioneers interactive video ads

Fri, 4 Apr 2008

Renault is the first car marque to trial a new video advertising format that will allow users to interact with the ad as it is shown. The car company is trailing the format on the Lycos European network.

The advert has been adapted so boxes come up around the car that can be clicked on while it is showing to give the viewer more product information.

The video ad format, delivered by the Coull Engage platform, was developed by Lycos, advertising agency Coull TV and media agency Carat.

Renault is also using a "push down homepage takeover" advert on the Lycos homepage, which means that a banner ad scrolls down over the homepage when a viewer runs over it with their mouse.

David Isherwood, e-marketing manager at Renault UK, says: "Renault has a long history of incorporating innovation into its product development, so it's only natural we wanted to be the first car company to pilot this new technology."