Subscription-free TV platform Freeview has unveiled its latest advertising campaign, The Other Way.
With exclusive access to scripts from some of the biggest shows, Freeview will run short contextual clips in ad breaks between shows, giving reactions and comments on the storylines that have happened that day.
The company has secured the first break of selected shows to run its contextual ads with ITV and Channel 4. They will comment on the storylines in programmes viewers will have witnessed just moments before.
The campaign will launch on October 1.
Owen Jenkinson, marketing director at Freeview, said: “The Other Way helps address two challenges in our market place: salience by being ever-present, and actively competing with pay-TV providers by highlighting the value equation.”
Freeview has also revealed that it has a number of live adverts planned for later this year.