Roku, Samsung, and Vizio are introducing non-traditional streaming ad formats like home screen placements, adding video ads and interactive formats, aiming to address the challenge of audience fragmentation in streaming advertising.
The new ad products seek to fill the top of the funnel and engage with customers in innovative ways, as highlighted by Vizio's Adam Bergman emphasizing the need for novel approaches in advertising.
Roku's extreme home-screen ad format aims to capture viewers' attention before they start watching anything on the platform, potentially creating a significant impact and becoming a key advertising unit in television.
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