Channel 4 has announced that Mikado and McCain will be the first brands to its new interactive ad formats for 4oD.

Mikado will be the first brand to run an advertisement using the new Ad Bloom format, with the advert to run throughout October and November. In Ad Bloom, the advert evolves from an in-player ad pre roll and grows out into a microsite within the player that can be populated with content videos, product features and photos.

McCain are the first brand to run an advertisement using the new Ad Social format, which offers viewers the opportunity to show their appreciation for, check in with, recommend, or follow a brand, from the 4oD player. The McCain Ad Social campaign will also run throughout October on 4oD.

Charlotte Clayton, media manager at PHD, the media agency which represents both brands, said: “Mikado needs to utilise digital platforms that enable it to showcase multiple creative executions alongside driving increased brand awareness through interaction. The launch of the Channel 4 Ad Bloom format signifies a step change in the way consumers view and interact with content online. It's an innovative format that offers a perfect platform to showcase our product creatively, as well as offering a high level of brand engagement.”