FuboTV, a US based sports-first live TV streaming platform, have announced the availability of four new interactive Connected TV (CTV) ad formats to further drive audience ad engagement. The personalized and dynamic experiences, including transactional and gamified ad formats, are part of Fubo’s ongoing commitment to ad innovation and overall strategy to connect, interact with and convert premium audiences.
This is interesting as we are at the start of a new retail channel – Connected TV is the future of advertising and we are expecting many more streaming services, such as Amazon Prime TV, to start introducing transactional ads in the near future.
FuboTV has continued to expand its available ad formats, launching a suite of new CTV ad units earlier this year including proprietary video formats, The Triple Play and The Marquee. Designed to drive consumer action, interactive ads across streaming platforms have been shown to increase brand awareness by 33% and purchase intent by 47% compared to standard video ads (Lucid).
Fubo’s new interactive formats are:
- Transactional: Video spots are equipped with a custom overlay featuring a QR code that leads to a desired URL and path to purchase. Calls-to-action can be tailored to the creative for a bespoke e-commerce experience.
- Gamified: Brands can embed themed trivia questions or polls directly into video spots without interrupting the stream. While watching the spot, audiences see a trivia question and can scroll on their remote to select a response then reveal the correct answer.
- Rotating Carousel: A scrollable carousel featuring products, branding and more allows advertisers to showcase multiple iterations of creative and messaging within one singular ad unit. Viewers press left or right on their remote to advance the carousel while watching the enhanced commercial spot.
- Geo-locator: Audiences are served real-time, creative tailored to regional geo-locations, making a single video spot more relevant and powerful. Advertisers can promote specific business locations within this high-impact creative overlay, designed custom for each campaign. While watching the brand spot, audiences see the brand’s nearest location with the ability to scroll on their remote to see additional nearby locations.
Fubo’s new interactive ad formats are 100% addressable and measurable. Advertisers can glean engagement metrics such as the level of audience interaction and click-through rates. Additionally, all formats can be outfitted with custom QR codes.
As CTV matures, brands are leveling up their strategies to connect with audiences in deeper and more meaningful ways than are possible on linear TV. Interactive formats like transactional and gamified ads are the next iteration of Fubo’s ongoing ad innovation to move the needle for advertisers across our premium CTV platform.
– Dina Roman, SVP, global ad sales and operations, Fubo
