In-Show Advertising is the Future of CTV Advertising
Connected TV (CTV) has laid the foundation for a new era in television advertising. 2022 saw a meteoric rise in time spent on the platform, surpassing linear TV viewership. In fact, in Q1 2022, time spent streaming grew 10% globally, according to Conviva. As CTV consumption continues its hockey-stick-like growth, streaming services seek a way to monetize audience attention. But with over 200 streaming services available worldwide, the competition for getting viewer attention is heating up faster than an episode of Love Island.
It’s never been clearer: traditional in-break ads alone aren’t enough.
In-Show advertising technology is radically changing the marketplace for product placement, lifting the fortunes of studios, networks, brands, and consumers. Integrated ad experiences will propel us into the next phase of television advertising, with leaders in streaming television like NBCU leading the way.
On Peacock, NBCUniversal named TripleLift as the partner to power In-Scene Ads, enabling marketers to digitally insert brands – 2D signage and 3D product placement – directly into content during post-production. This innovation uses data and technology to create a more dynamic experience for advertisers, and a more personalized one for viewers, at scale. A win/win/win situation for advertisers, publishers, and viewers.
Enhance Brand Awareness with In-Show Ads
Product placement is everywhere, so it should be no surprise that it has become a $23 billion business. It’s 2023, and 15 minutes of ads are no longer acceptable for viewers. Research shows that prominent placements enhance brand recall and a more positive connection with the brand.
TripleLift also found when brands pair a 30-second CTV ad pod with a 10-second product placement, there was an increase in brand lift by 67%. And brands with two 30-second spots saw a 51% increase in brand lift. Moreover, brand recall was higher as viewers engaged more with in-screen programming. In yet another study, TripleLift and Mediascience discovered a 50% increase in brand recall and an 11% increase in ad engagement when regular video ads were paired with virtual brand integrations. The numbers don’t lie. Combining creativity with CTV forms more meaningful connections, better engagement, and the ability to drive customers seamlessly down the marketing funnel.
The key is striking the right balance to ensure a subtle product placement without disrupting the viewing experience. With viewers opting for CTV, In-Show advertising is growing and evolving to fit into the new media landscape.
Dynamic (and Creative) Monetization Opportunities with In-Show Advertising:
In-Show solutions offer a new way for advertisers to reach audiences at scale and for publishers to increase revenue while ensuring viewers enjoy a premium experience with limited disruption. Solutions include split screen, dynamic overlay, brand and product insertion with visual effects creative implementation.
In-Show solutions benefit not only the brand and publishers but also the viewer. A good in-show placement can:
- Monetize the content with few interruptions
- Minimize ad format frequency
- Insert placements effectively in proximity to pre-existing spots
- Preserve the contents’ narrative when introducing in-show ads
In-Show solutions are scalable, repeatable, and measurable compared to traditional product placement, making them even more attractive to buyers. And new technology ensures placements are always complementary to the production value of the content in which they’re viewed. Thanks to TripleLift’s in-house creative experts, our team can craft unique and appealing reactive templates that are scalable across all programming—ultimately leading brands to enhance the viewing experience while maintaining creative excellence.
In-Show Advertising is poised and ready to take over, and for good reason. Consumers want an uninterrupted viewing experience, publishers want to monetize the increased attention paid to their platforms, and advertisers want a chance to extend their reach. In-show satisfies all of these cravings.
Let’s chat if you’re ready to get started with In-Show Advertising.
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