Mobile users will be able to watch a live show more easily with just one swipe on the app – "bringing the linear and on demand TV experiences even closer together".
The actress Olivia Colman has voiced 60- and 30-second animated spots that will air on ITV, Channel 4 and Sky in the broadcaster’s biggest investment in promoting its online services to date.
There will be real-time and reactive ad executions to emphasise live streaming, which already accounts for 30 per cent of ITV’s online viewing.
The ITV Hub, which replaces ITV Player on 24 November, will have box-sets of shows such as Beowulf and Birds Of A Feather. It is being unveiled at ITV’s upfronts this evening (Thursday).
ITV Creative created the campaign, with media by Mindshare.