Consumers flocked to ad-supported platforms in 2024, with Antenna finding that all SVOD services saw growth of their ad-supported plans last year compared to 2023. As streamers look for ways to differentiate themselves to advertisers, they’re leaning on more innovative formats that offer personalized experiences that drive results. FuboTV became the latest streamer to spice up its offerings, unveiling four new formats to help brands connect with viewers.
From QR codes, interactive trivia and polls and rotating carousels to relevant local ads, these formats aren't just about promoting flashy technology; they're about getting consumers excited and driving more meaningful connections for brands.
Here are some of the ways these ads power up the experience for brands advertising on Fubo and how the offerings help differentiate the streamer from its competitors.
Hyper-Targeted Engagement
Speaking to consumers and using location specific details (phone numbers, addresses, images of local store-fronts) is a valuable way for brands to create messages that are tailored much better to individual consumers. Leveraging these ads will increase relevance, drive foot traffic and generate more attention than standard ad formats.
Hyper-targeted ads also foster customer loyalty as it leads to the customer feeling like they’re valued by the brand and that they understand their wants and needs. For instance, a consumer receiving personalized ads on their birthday for a discount on their most purchased product can improve engagement and build a long-term customer relationship.
Direct Path to Conversion
Remember Coinbase’s floating QR code ad in 2022? While that was shocking for most viewers three years ago, shoppable ads are now a reality across CTV. Consumers react positively to shoppable ads, as LG Ad Solutions found that 70% like TV ads with QR codes and 62% would scan if exposed to these ads.
Transactional ads featuring QR codes seamlessly bridge TV and e-commerce, facilitating immediate actions. The QR codes can be customized to make tracing the link between viewing ads, visiting websites, and making purchases much easier. This allows advertisers to better measure ROI. Further, this is clearly leaning into the fact that TV watchers increasingly have their phones in their hands when they watch TV. When a TV viewer uses the QR code, they now are consuming that advertiser's content on two screens. This also cuts down on the path to purchase after seeing an ad.
Unique Ad Innovation
Fubo’s focus on transactional and gamified ads showcases a dedication to interactive experiences. With 83% of viewers using a second screen when watching TV, advertisers are fighting to keep the attention of viewers during ad breaks. By introducing ad formats that are geared to reclaim viewers’ attention, Fubo is equipping advertisers with the tools they need to keep viewers locked into one screen.
Overall, utilizing these ad types, which presumably are not mutually exclusive, will enhance the value of Fubo’s ad inventory and help the streamer stand out in a crowded marketplace. This boost will be realized by increased value created from greater audience attention, greater ease for audiences to fulfill the call-to-action of the ad, and lastly better ROI.