ITV has launched a major app download campaign working with Mindshare, Celtra and BlisMedia to offer targeted and contextual rich media ads encouraging commuters to get the ITV Player app on Android.

The campaign comes after an exclusivity deal between ITV and Samsung for the app ended and it is now available to all Android users.

Commuters using public transport hubs will start receiving ads from today, including ‘Give your commute the X Factor’ messaging at peak morning and evening rush hour, as well as ‘Downton in your Down Time’ after 8pm. 

The campaign will also remind people they can watch on the go, with The Only Way is Essex messaging targeted at people at bars and pubs on Friday and Saturday evenings with ‘Watch TOWIE out on the tiles’ ads. Viewers can simply tap any of the ads to install the app, watch videos from the relevant show and swipe the creative for more content.

Up to now, ITV has focused a lot of its attention on mobile to selling second screen ads with Shazam, or offering in-app ad deals for brands looking to target ITV app users, with the likes of Dominos partnering with the X Factor. Sonia Sudhakar, director of digital and on demand marketing at ITV, said: “It has been great to work in partnership with Mindshare and BlisMedia to target users off-air and we look forward to seeing the ads in action.”