CTV formats are a hot topic right now and Fubo is about to ride that wave, too.
Yesterday, the streamer announced the launch of four new interactive ad formats, including:
- Transactional Ads: Ads that include a custom overlay with a QR code, letting viewers access a specific URL and purchase path directly from the ad.
- Gamified Ads: Viewers can engage with trivia questions or polls in the video, selecting answers using their remote controller without interrupting the stream.
- Rotating Carousel Ads: A scrollable carousel that allows viewers to check out multiple products or messages by navigating left or right with their remote while watching the ad.
- Geo-locator Ads: Ads with dynamic creative tailored to the viewer’s regional location, highlighting nearby business locations with an option to view additional ones. (This is especially cool.)
Ad format innovation has been a key focus for Fubo this year. In addition to these four formats, Fubo has also introduced The Marquee, which allows advertisers to sponsor custom content carousels on Fubo’s home screen with branded visuals, themed backgrounds, and curated titles. Fubo launched The Triple Play, as well, featuring advertiser-branded video content on the home screen, including a branded banner, a curated content carousel, and a clickable video. Fubo has also rolled out pause ads, a pretty popular format that the entire CTV industry seems to be rallying behind.
Why This Matters:
CTV ad spend is projected to reach just over $35 billion this year—a 20% increase. This growth has sparked the rise of new ad formats, including pause ads and shoppable ads that are better for viewers and drive more performance for buyers. Fubo is the latest to add new formats to the growing pile.
In response to the innovation we’re seeing, industry organizations like the IAB are developing standardized guidelines for CTV ad formats. More standards mean more transparency, the ability to better optimize performance through consistent data, and, hopefully, better measurement.
Experts React:
Dina Roman, SVP, global ad sales and operations, at Fubo had this to say about the format launch in the company’s press release:
“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.”
Our Take:
The more unique and CTV-native formats, the better. Too often, advertisers take a format from one channel or platform and force-fit it onto another. This has been the case for years on CTV, with many brands simply repurposing legacy TV ads. Fortunately, we’re starting to see a shift toward formats that truly take advantage of CTV as a medium. Platforms are recognizing that, to keep ad spend flowing and deliver the best user experience, the formats can’t just be the same old thing.
