Inskin Media has been named as a global advertising partner with Formula1 (F1) which will see it develop non-intrusive web ads for Formula1.com.

Launching in the UK initially, the ads will subsequently roll-out across other global markets including Australia, Singapore and the United States, providing an additional revenue stream for the motorsport organisation.

Alex Barstow, head of UK publishers at Inskin Media said: “We pride ourselves on working with the world’s best publishers and F1 is no exception. This is a hugely exciting partnership which ultimately provides a powerful platform for advertisers to reach and gets the attention of a vast and passionate audience across the globe.”

Frank Arthofer, director of digital and licensing at F1 added: “Our digital ambition is to provide powerful, immersive and unforgettable experiences for our dedicated legion of fans – and this spans right through to their experience with online ads. Inskin compliments this exactly, a premium network bringing creative and flawless delivery of ads, plus a brand-new source of revenue.”

F1 will employ Inskin’s own template-based web tool to create ads optimised for both desktop and mobile utilising pre-prepared animations in addition to proprietary ‘scrolling sides’ functionality to draw the attention of readers.

F1 is in the midst of a digital transformation which has seen it undertake a new broadcast entertainment initiative.