In June, Disney rolled out playable ad formats on Hulu and ESPN. Viewers can use their connected TV remote to interact with a Quiz Show trivia game or a Beat the Clock challenge, both which feature an advertiser’s branding at the forefront. Topgolf, one of the first brands to test these, released an ad that asked viewers to adjust the power of the swing, then hit golf balls on target.
Disney recently launched a range of shoppable ad formats that leveraged QR codes, custom graphics, and product carousels, each making it easier for viewers to learn more or convert through their mobile device.
Why it’s important: Ad formats that feel less disruptive to the viewing experience can help ease consumers into higher subscription prices, which Disney announced this month. Ad-supported tiers on Disney+ and Hulu will increase by $2 per month starting in October.
What it means for advertisers: Having viewers engage with ads may give advertisers a chance to create memorable experiences, maximize engagement, and improve brand recall.
Instacart’s “inspire” ads boost product discovery
Consumer packaged goods (CPG) brands including Mondelez and The J.M. Smucker Co. were first to pilot Instacart’s latest suite of ad formats, designed to enhance in-aisle placements and fuel more contextual, convenient experiences for consumers.
The new ad formats include:
Why it’s important: Instacart is set on nearly doubling retail media’s share of its gross transaction value, from 2.8% in Q2 to 5%, CEO Fidji Simo said during an earnings call. Its bullish approach to growing its retail media business has given rise to more creative ad offerings and partnerships (such as recent ties with YouTube and The New York Times), which it hopes will help it compete against other intermediaries.
What it means for advertisers: Instacart’s new ad formats highlight the need for advertisers to reach audiences at the point they make purchasing decisions.
YouTube tests “picture-in-picture live mid-rolls” to combat ad blockers
YouTube is testing livestreaming ads that won’t interrupt the content, according to the company’s experiments page last week. The picture-in-picture format will pop up alongside live video. Details about the size of the mid-roll player or its sound capabilities have not been released.
Ads that appear simultaneous to the content are more difficult for ad blockers to detect, which YouTube has been cracking down on more this year.
Why it’s important: Intrusive ads may increase the chances of a viewer switching channels or potentially turning off the livestream altogether. The picture-in-picture format could be a promising solution for YouTube to increase livestream monetization, while reducing the risk of losing viewers.
What it means for advertisers: Because YouTube’s new format makes it less likely to skip or ignore the ads, advertisers should capitalize on the less-intrusive experience by creating compelling, contextually relevant ads that complement the livestream.
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