The broadcaster has signed up Honda and South African Tourism as the first brands to use the format, Ad 360, which was developed by tech partner Innovid.
In order to experience the ads in 360°, viewers drag their mouse to rotate the view on screen.
In Honda’s ad, viewers are able to virtually test drive the new Honda Civic, while South African Tourism’s spot invites viewers to step inside Neighbourgoods Market in Johannesburg.
The partnerships were negotiated by Dentsu Aegis Network and UM respectively, and developed through PL4Y, the creative outfit of 4Sales.
David Amodio, Channel 4’s digital and creative leader, said: "Ad 360 enables All 4’s audience to engage with brands in a new and exciting way using the latest developments in 360 degree content creation, strengthening our existing suite of innovative digital ad products."
Jennifer Shuker, marketing communications manager of Honda Motor Europe, said: "We’ve seen a real spike in consumer demand for virtual product experiences. As a result, we needed a media approach that reflected this across all touchpoints and this activity really delivers on that."