Fubo Introduces Pause-able Advertisements in Connected TV Format, Marking a Pioneering Step
Dive into the Latest Innovation: Fubo Introduces Programmatic Pause Ads on Connected TV
New York City- In a game-changing move, Fubo has taken the lead as the first connected TV (CTV) platform to unleash programmatic pause ads in a biddable programmatic environment. This state-of-the-art ad format comes courtesy of Magnite's user-friendly buying solution, ClearLine.
Fubo initially rolled out pause ads last year as part of a suite of interactive CTV ad units. When viewers press pause during content, a few seconds later, the pause ad pops up. Once the stream resumes, the ad vanishes. These ads can be adorned with QR codes for further engagement opportunities.
With the launch of programmatic pause ads, Fubo now supports not only programmatic guaranteed (PG) but also biddable private marketplace (PMP) pause ad executions. This shift provides advertisers with a broad range of transaction choices, allowing for more precise audience targeting and post-campaign analytics.
Jennifer Hess, Fubo's Vice President of Global Ad Operations, expressed her excitement about the development:
According to internal data, Fubo's CTV pause ads drive a remarkable 33% more brand engagement compared to regular video ads, underscoring the potency of the interactive ad format. Chris Signore, Magnite's Group Vice President of Business Development, agrees:
Amid the proliferation of CTV platforms, Fubo's pioneering approach could set a trend for future ad innovations and put pressure on other platforms to follow suit. Embracing the power of programmatic advertising, Fubo hopes to solidify its competitive edge and provide advertisers with unprecedented opportunities to captivate audiences in immersive ways.
Live sports, news, and entertainment content on Fubo's streaming technology can now benefit from programmatic pause ads, enabling advertisers to engage viewers more effectively. As Jennifer Hess, Fubo's Vice President of Global Ad Operations, stated, this interactive ad format available through Magnite's solution drives a 33% increase in brand engagement compared to regular video ads, highlighting its potential in the realm of internet protocol (ip) streaming.
