Overlay ads given thumbs up

ITV have been trialling their controversial scheme where adverts are embedded into the actual programmes.

The trial has been run on the ITV local websites where online programming has been used to see if the scheme distracts the viewers or not.

This technology uses blank spaces within the programme to place an advert; these blank spaces can be a wall, sky or something else that offers a flat surface.

ITV then ran a survey to find out the viewers’ opinions and only nine per cent out of twelve hundred people said the overlayed adverts distracted then from the programme.

This figure is lower than the amount of people who complain about the adverts before videos are shown.

These overlay adverts appear during the programme and are clickable to reveal the advert, if it is not clicked the advert will simply fade away.