Fubo Debuts Four New Interactive CTV Ad Formats Including Transactional and Gamified Ads

MelinaJanuary 11, 2025

1 4 minutes read

FuboTVThe leading live sports TV platform has announced the availability of four new interactive ad formats for Connected TV (CTV) to increase audience engagement with ads. Personalized and dynamic experiences, including transactional and gamified ad formats, are part of Fubo’s ongoing commitment to advertising innovation and overall strategy to connect, engage and convert premium audiences.

The company has continued to expand its available ad formats, launching a range of new CTV ad units earlier this year, including proprietary video formats, The Triple Play and The Marquee. Industry-wide, interactive ads across streaming platforms are designed to motivate consumer action and 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:

1) Transactions: Videos are equipped with a custom overlay featuring a QR code that leads to the desired URL and purchase path. Calls to action can be customized to match the creative for a personalized e-commerce experience.

2) Games: Brands can embed themed trivia questions or polls directly into videos without interrupting the stream. While watching the show, the audience sees a trivia question and can swipe their remote to select the answer and then reveal the correct answer.

3) Rotating Carousel: A scrollable carousel that displays products, brands, and more allows advertisers to display multiple iterations of creative and messaging within a single ad unit. Viewers press left or right on their remote control to push the carousel while watching the enhanced commercial.

4) Geolocation: The service is delivered to audiences in real-time, and in a creative format tailored to regional geographic locations, making a single video point more relevant and powerful. Advertisers can promote specific business locations within this high-impact creative overlay, tailored to each campaign. While viewing a brand location, audiences see the brand’s closest location with the ability to swipe on their remote to see additional nearby locations.

Fubo’s new interactive ad formats are 100% addressable and scalable. Advertisers can collect engagement metrics such as audience engagement and click-through rates. In addition, all formats can be equipped with custom QR codes.

“As CTV matures, brands are refining their strategies to connect with audiences in deeper, more meaningful ways than is possible on linear TV,” said Dina Roman, senior vice president of global ad sales and operations at Fubo. “Interactive formats like transactional ads and game-based ads are the next iteration of Fubo’s ongoing ad innovation to move the needle for advertisers across our premium CTV platform.”

When asked whether the four new interactive formats would be offered as part of a package to customers, or whether they could be combined/purchased in a more selective way, Roman said Streaming Media Magazine“We pride ourselves on being flexible and working with our advertising and marketing partners to best fit their business goals. We can create custom solutions by mixing and matching different formats around seasonal events, highlights and key events throughout the entire calendar year.”

“A good example of this is our Triple Play video ad format that we launched with Walmart as part of their back-to-school campaign. We included a home screen banner, a curated programming carousel and branded content distribution. The beauty of these interactive formats is the ability to tweak the design.” “Creative to connect it to specific contexts and make it feel more personalized to the viewer’s video experience.”

As for what type of additional research or data was found that prompted Fubo to narrow down its new interactive formats to these four specific categories, Roman said: “We know that Fubo’s audience is very attentive and engaged. Through the work we’ve been doing with TVision, EDO is helping us Our internal analysis of the consumer journey across our platform helps you understand viewing habits such as what our audience is watching, when, and for how long.

“With these insights, we evaluated potential partners to see how well they aligned with these results, and ultimately, we decided to partner with industry-leading technology partners like Brightline. They helped us further understand which ad formats were gaining the most traction among streaming Audiences in terms of interest and engagement outside of Fubo, and why, for example, we learned that interactive ads across streaming platforms have been shown to increase brand awareness by 33% and purchase intent by 47% compared to standard video ads. (clear).”

Warner Bros. Finds The Biggest Loser In Disney’s Fubo Sports Move

Disney’s Hulu + Live TV merger agreement with Fubo will not only lead to Fubo dropping its antitrust suit against Venu, but it also appears to throw Venu’s other major partner, Warner Bros Discovery, out in the cold.

06 January 2025

Fubo wins preliminary injunction against Walt Disney Co., Fox Corp. and Warner Bros. Discovery Vino Sports joint venture

FuboTV Inc. has succeeded. (d/b/a Fubo) (NYSE: FUBO), the leading live sports TV platform, has ceased the launch of The Walt Disney Company and FOX Corp. and Warner Bros.’ Venu Sports. Discovery Joint Venture (JV) after its request for a preliminary injunction was granted by the U.S. District Court, Southern District of New York today.

August 16, 2024