Tarek Nour Group has launched an interactive ad format designed to offer a more engaging and user-controlled advertising experience on Video on Demand (VOD) platforms. This new format, now available on WatchIT as of March 2025, allows audiences to interact with ads without interrupting their content, providing a seamless integration between advertising and viewing.
The interactive ad format appears in the lower right corner of the screen, giving viewers the ability to engage with or dismiss ads based on their preferences. Advertisers can leverage this format to create targeted, relevant messaging that aligns with the nature of VOD platforms—offering interactivity, control, and a non-intrusive experience.
Officially registered as an invention, this development represents a significant milestone in advertising technology. The format includes features such as ordering food, purchasing products, donating to charities, renewing internet packages, and booking services—all within the ad space itself.
Several early adopters, including La Poire, Magdi Yacoub Heart Foundation, Talat Mostafa Group, and AbouAuf, have already integrated this format into their campaigns during the first ten days of Ramadan. To ensure a smooth transition for audiences, the rollout is initially limited, with plans for gradual expansion to additional brands.
With VOD platform usage reaching 40 million users in 2025, the shift toward innovative ad formats reflects changing viewer expectations.
"As leaders in the region, we recognized the need to move beyond traditional advertising formats. Drawing on our extensive experience in content, advertising, media, and research, we gained a deep understanding of audience engagement and the entire communication cycle. This allowed us to identify a unique opportunity: to not just adapt to a new medium, but to create one,” stated Basel El Deeb, co-CEO & Partner of Tarek Nour Group.
He continued, "We understood that every medium has its own inherent characteristics. For this new space, those characteristics are interactivity and control. Consequently, we developed our game-changing interactive ad format, a solution that respects viewers' preferences by offering them control without disrupting their experience."
This groundbreaking interactive ad format, designed to revolutionize the communication industry, as announced by the Cairo-headquartered Tarek Nour Group represents indeed a major milestone in advertising technology and is presented as a unique opportunity to move beyond traditional advertising. This format is sure to benefit the entire industry by aligning with the medium’s core traits—interactivity and control—empowering viewers and providing brands with a powerful connection tool.
Tarek Nour Group invites brands and advertisers to explore this progressive streaming platform on WatchIT’s top 10 series.
