Future of Marketing Institute

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Interactive TV Ads are Here

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Interactive TV Ads

โœจ ๐ƒ๐ข๐ฌ๐ง๐ž๐ฒ ๐‹๐š๐ฎ๐ง๐œ๐ก๐ž๐ฌ ๐ˆ๐ง๐ญ๐ž๐ซ๐š๐œ๐ญ๐ข๐ฏ๐ž ๐“๐• ๐€๐๐ฌ!

The Walt Disney Company is advancing its connected TV (CTV) advertising with exciting new formats!

๐Ÿ•น๏ธ๐ˆ๐ง๐ญ๐ž๐ซ๐š๐œ๐ญ๐ข๐ฏ๐ž ๐†๐š๐ฆ๐ž๐ฌ: Through a collaboration with BrightLine, Disney introduces exclusive trivia and beat-the-clock challenges on Hulu and ESPN. The first to embrace this advertising format is Topgolf, using it to boost promotional efforts.

๐Ÿ›๏ธ๐’๐ก๐จ๐ฉ๐ฉ๐š๐›๐ฅ๐ž ๐…๐ž๐š๐ญ๐ฎ๐ซ๐ž๐ฌ: Collaborating with AI firm KERV Interactive, Disney is redefining shopping from the comfort of your home. With QR codes, graphics, and interactive carousels, purchasing is just a scan away. Brands like Nestlรฉ Nespresso SA and Target are leading the way, already merging entertainment with seamless shopping.

For marketers, these developments signal a shift toward more engaging and interactive ads, that not only capture viewersโ€™ attention but also encourage purchases!

A study by Magna, IPG Media Lab, and Tremor Video DSP reveals that interactive video ads can increase engagement by 47%, make ads 32% more memorable, and enhance purchase intent. Furthermore, 88% of marketers recognize that these ads significantly help in differentiating their brands.

This trend reflects a broader move away from traditional static ads on streaming platforms, mirroring the advancements we’ve seen with Amazon on Prime Video and now with Disney.