The sports streaming platform introduced its very own proprietary CTV advertising format. Here’s how advertisers will benefit.
Sports advertising could see a shake-up as Fubo introduces a new initiative that could completely change the face of sports streaming advertising.
FuboTV Inc. or Fubo, is an American sports-first live TV streaming platform intended to replace cable TV. The company launched its proprietary connected TV (CTV) advertising format for branded content. In a press release issued on September 6, 2024, Fubo announced it was launching “Triple Play” in the coming days. Triple Play is a unique opportunity for advertisers to display branded video content on Fubo’s highly visible home screen.
Triple Play will also let companies position branded content alongside relevant curated programming, maximizing audience targeting and engagement.
“Triple Play” an opportunity for enhanced CTV ads
With Fubo’s Triple Play module, advertisers get a branded banner, a custom content carousel showcasing curated, live, and on-demand programming, as well as clickable branded content videos within the programming playlist.
In addition, advertisers also get a rotation of midroll ad spots that will appear within programming on a curated playlist. Advertisers also get the option to add a QR code to branded videos for deeper engagement.
The activation also incorporates branded and themed backgrounds, custom titles, logo entitlements, and content to create an immersive brand experience. As a result, Fubo subscribers are met with an interactive home screen that incorporates both ad content and their usual user streaming experience.
Fubo’s innovative Triple Play module aims to give brands an opportunity to reach audiences more creatively through enhanced CTV ads. As Dina Roman, the SVP for Global Ad Sales and Operations of Fubo, said:
“Traditional 15 and 30-second ad spots have long been staples in TV advertising but CTV has made it possible to expand standard TV ad formats to command more attention and engagement. By offering premium bespoke ad opportunities, we are creating even more ways brands can authentically reach their target audiences.”
Walmart’s collaboration with Fubo could spell big news for CTV advertising and sports streaming advertising
Fubo’s Triple Play gave retail giant Walmart the perfect opportunity to launch its “School Style Decoded” back-to-school campaign from September 6 to 9, 2024 on Fubo’s interactive home screen. The retailer took advantage of this unique opportunity to present its latest back-to-school advertising campaign to an often un-tapped audience segment and sports streaming platform (sports streaming).
This ad format shows Fubo’s commitment to expanding opportunities beyond traditional TV spots through streaming and CTV platforms. Walmart’s inaugural sponsorship of Triple Play also shows the retailer’s commitment to connecting commerce and content on its owned platforms and beyond.
This could spell big news for CTV advertising and potentially entice other brands to strike similar deals. CTV advertising has let firms experiment and play with unique ad formats only offered in a digital space. As a result, a lot of firms in the streaming industry have rolled out new ad formats to stay competitive.
For instance, LG Ads Solutions rolled out its own era of interactive TV experiences including on-screen QR codes and native screensaver ads across its LG devices and products. Amazon also launched its “targeted copy-splitting” format in 2023, letting advertisers display multiple, audience-tailored ad versions in a single slot.
eMarketer suggests that this collaboration and overall move by Fubo is a sign that advertisers are bullish on the potential of CTV ad formats and are looking to be among the first to test them out.
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