"CTV providers have been leaning hard on such formats in recent months to attract more small business and local advertisers to TV for the first time. Amazon, for example, launched location-based interactive video ads during its UnBoxed conference earlier this month; the feature allows advertisers to flight localized content through a single buy and can automatically add "Send to Phone" or "Sign up today" interactive buttons to video creative assets. The formats are currently available only on Prime Video inventory."
""We want to expand access to premium streaming environments for local and regional advertisers," said Jenn Donohue, director of local ad sales at Amazon Ads. "We're able to turn a national campaign into 1000s of local opportunities." Disney, meanwhile, recently added formats such as Pause+, which can host trivia games or discount offers, and "Virtual Concession Stand" to a lineup that includes Shop The Stream and Magic Words."
Interactive and shoppable ads are increasing on TV and are expected to showcase a broader variety of brands as streaming platforms compete for small business advertisers. CTV providers are deploying these formats to attract small, local, and regional advertisers to TV. Amazon rolled out location-based interactive video ads that let advertisers flight localized content through a single buy and add interactive buttons like "Send to Phone" or "Sign up today" on Prime Video. Disney introduced Pause+, Virtual Concession Stand, Shop The Stream, and Magic Words. Reddit is building bespoke experiences to inform templates for programmatic availability.
Read at Digiday
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