"However, Tubi marketing chief Nicole Parlapiano said she views it as an "additive" opportunity rather than something "disruptive" to the business."
""When someone's watching something, they're able to tap into their phones and access and shop," Parlapiano said."
""Advertisers shouldn't see Gen Z's second-screen behavior as a threat," said Ia"
Nearly 70% of US social media users scroll their feeds while consuming other media like TV, with Millennials most likely to multitask and Gen Z next. Free streamer Tubi treats second-screen scrolling as an additive opportunity and is implementing shoppable interactive ads featuring QR codes and call-to-actions that let viewers use their phones to learn more or shop. About 42% of marketers use interactive ads in connected-TV or social strategies, and ads with QR codes or gamified elements were 36% more likely to be remembered unprompted. Interactive ads also improved brand affinity, per EMARKETER and BrightLine data.
Read at Business Insider
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