East Coast Incorporates Real-time Fares into ITV Player Ads
- Thursday, November 13th, 2014
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Train operator East Coast has become the first UK brand to embed live data into VOD (Video On Demand) advertising on the ITV Player service.
The ads pull fares from East Coasts system in real time, in order to show audiences a locally relevant journey price. The first wave of ads, being shown to audiences in London, incorporate advance fares from Kings Cross to various destinations on East Coasts line, including Newcastle and York.
“We’re always keen to take advantage of innovations in the marketplace, and have been using our API feed in our digital display ads for over two years now, so this was a natural next step,” said East Coast marketing manager George Shuttlewood. “We know our customers are always looking for great deals, so by doing this we can highlight when our cheapest fares are available. 
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