Mary Ann Pruitt’s Post

Peter Adams of Marketing Dive: Disney deepens CTV strategy with new shoppable formats, ‘advergaming.' Disney is trying to level up its connected TV (CTV) strategy with new ad formats that integrate games and shoppable features. The gamified offerings, or “advergaming” formats, are coming exclusively to Hulu and ESPN as part of a partnership with BrightLine. A trivia game and beat-the-clock challenge are available at launch, with Topgolf acting as charter advertiser of the latter. Disney also worked with artificial intelligence firm Kerv on three formats, called Sync, L-Bar and Impulse, that use a mix of QR codes, graphics and product carousels to drive transactions via CTV. Target and Nespresso tested Impulse for campaigns running earlier in the spring. https://buff.ly/3VkiDQW via @marketingdive

Disney drops a new connected TV ad format, and it's interesting. Here's why: - The gaming ad type is engaging and can hold the attention of the audience much longer than other formats - Being it's Disney, this is really on-brand because it's fun, with the format testing on Hulu and ESPN - Disney can pull deeper insights and data from these ad formats

Netflix's bold moves into the ad-supported video-on-demand (AVOD) space are reshaping the game! From show sponsorships to interactive features like QR codes and binge ad incentives, it's clear that innovation is key. "Innovation is at the heart of what we do in the Ad Tech industry. It's not just about keeping up; it's about leading the way. As technology evolves, so do the opportunities to connect with audiences in creative and meaningful ways." 📢 Wise words from Lauri Baker, Senior Vice-President of Partnerships at Infillion. Read more on how the convergence of tech and advertising is creating exciting avenues for engagement and growth via The Drum by Kendra Barnett: https://bit.ly/DrumLb #AdTech #Infillion #ctvadvertising #AVOD #Streaming #Innovation #DigitalAdvertising #AdSolutions #Netflix #Tech #AdvertisingSolutions

https://lnkd.in/ejRUYhWd Agree Matt McDonald, it's not scalable for brands to need different interactive creative for different publishers, that's why every major TV streamer (except YouTube) already adopted BrightLine's standard for CTV formats. Advertisers already can execute the same interactive units across Hulu, ESPN, Peacock, Max, Discovery+, Samsung TVPlus, Vizio WatchFree, Roku Channel, Sling, Paramount, and more on every device. I'd call that a standard no, Alyssa Boyle? ;-) Also, QR codes are not real interactivity, viewers prefer onscreen interactivity with a remote control, which outperforms QR code scan rates by 56 times!!! Onscreen interactivity has been in market for a decade, after Peter Naylor and Hulu rolled out with us back in 2015. CTV ad formats are easy, for everyone working with BrightLine. Disney Advertising, Peacock, Samsung Ads, VIZIO Ads, Warner Bros. Discovery, Sling TV, GroupM and Mike Fisher

In 2021, the House of Mouse (The Walt Disney Company) stated its ambition to generate more than 50% of its #adrevenue through #programmatic sales by the close of 2024 with the debut of the Disney Real-Time Ad Exchange (#DRAX). The entertainment giant is on course to exceed its earlier-stated goal and now hopes to generate 75% of ad revenues through programmatic; a key tactic in this strategy is the launch of DRAX Direct, an initiative that will see it integrate directly with demand-side platforms. Google’s DV 360 and The Trade Desk are DRAX Direct’s launch partners, a development the entertainment giant is characterizing as a “landmark agreement.” This development will unify access to streaming inventory across Hulu and Disney+ for #advertisers of all sizes and represents a notable footnote in the annals of supply path optimization. #dsp In this piece by Ronan Shields, we speak to Rita Ferro of Disney Advertising, Tim Sims, Sean Downey, and Lauren Fisher of Advertiser Perceptions.

One thing that was clear from CES this year, CTV is booming and so is the influx of ads within those services. This could lead to consumer burnout and ad blindness. Luckily CTV is the perfect medium to deliver creative innovation and ensure message relevance, ultimately improving the consumer ad experience. 2024 may be the year of CTV, but it should be the year of better ad experiences. #StreamingAdvertising #CES2024 #DigitalPlatforms #TVAdvertising #CTV

https://lnkd.in/ea63cbUW Wish we were on stage to clarify and answer some of the questions on this panel: - Yes, remote control interactivity outperforms QR codes by 156X - we have enough data on this to call it a fact. "QR codes not so hot" is correct. - To Todd Hay, formats that let a viewer click the remote to send an offer or cart to their phone do exist - BrightLine enables that for Peacock and Max among many others, and the one-click results are strong. - Engagement rates are "surprisingly more than you'd think" is definitely true - upwards of 5%-7% for the most engaging formats, and as high as 20% for choice based. Thx Lily Panchasarp - "Director of sales at Disney Ads, thinks the 'interactivity of ads is going to continue to always rise.'" Absolutely agree, as do the numbers with over 127 campaigns this past quarter alone!!! Bevin Fletcher, Brett Sappington #CTV #CTVadvertising The StreamTV Show, StreamTV Insider

Disney Plus and HBO Max are winning hearts with their ad load experience. This should help bring value to both consumers and brands simultaneously! A recent study by Hub Research indicates that viewers are quite receptive to advertising on streaming platforms, especially when the ad load is considered reasonable. 🏆 New entrants to the ad-supported realm, like Disney Plus and HBO Max, are getting high marks for their ad experiences, with 33% and 32% of their viewers respectively rating the ad experience as superior compared to other platforms. 📺 Interestingly, viewers prefer tiered services offering both ad-supported and ad-free options, compared to purely free ad-supported or ad-free subscription services. Even those who expressed a distaste for ads, 31% would opt for an ad-supported version if it means saving $4-$5 each month. 🎯 Regarding ad engagement, 34% of viewers paid attention to reasonably loaded ads compared to 23% when the ad load was considered "unreasonable". 💡 In essence, consumers appreciate and engage with advertising in video content when it's done right, benefiting from the choice and cost savings it provides." #Streaming #Advertising #HubResearch

The future of advertising and gamification is here ⚡. Disney just leveled up their ad game on Hulu and ESPN with playable 'advergames.' These interactive ads, developed in partnership with BrightLine, will transform streaming ad breaks into engaging experiences. Why It Matters: 🎯 Interactive Engagement: Viewers will be able to interact with ads, making the experience more engaging and memorable. 💡 Brand Integration: These games seamlessly incorporate branding, offering a fresh way for advertisers to connect with audiences. 🔎 Viewer Insights: Games like Quiz Show provide crucial data on viewer engagement. 💰 Revenue Boost: These innovative ad formats could attract more advertisers and viewers to ad-supported tiers. Disney's move highlights a key trend: The future of ads is play, not just display! At CRAFTSMAN+, we specialize in creating engaging playables that help brands connect with their audiences in new and exciting ways. Stay tuned for more creative highlights next week! 🚀 #AdTech #PlayableAds #FutureOfAdvertising https://hubs.li/Q02DDTB20

AIRTIME Episode 1: FAST Growth & CTV Ad Opportunity 💥 https://lnkd.in/ge_Mugxm -FASTMaster, Gavin Bridge -FAST continues to be more popular than AVOD -FAST ad market is growing stronger -LATAM and APAC are the emerging stars of the FAST universe -Viewership and ad dollars swiftly moving from Pay TV to FAST