Halifax will have a presence on an exclusive dedicated short-form content area of ITV Player, which will feature mini catch-up episodes of ITV programming. It will also skin the player.
The deal was brokered by ITV Commercial and MEC and is intended to amplify Halifax's Saturday Opening campaign launched last month.
Gary Knight, commercial content director at ITV, said: "Increasingly we look to explore opportunities to create bespoke solutions to fit with each client's needs, and this partnership is a great example of what we can achieve with the new and improved ITV Player."
Tim Male, head of marketing communications at Halifax, said: "Halifax realises that there is a need to go beyond traditional display advertising and engage consumers by providing them with interesting and relevant content."
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This article was first published on mediaweek.co.uk