CANNES — As viewers turn to mature, ad-supported streaming services, are there still opportunities to elevate the CTV ad experience?
TripleLift is observing the changes in consumer behavior and aiming to enhance the CTV ad experience with a focus on the consumer, says Rachel LaMura, VP of Product Marketing at TripleLift.
In this video interview with Beet.TV, she says consumers are looking for curated, personalized ad experiences across their devices and screens; they don’t want to be inundated with the same ads repeatedly.
Bridging Traditional and Innovative Ads
TripleLift is a technology company specializing in programmatic advertising solutions. Its platform utilizes computer vision technology to integrate advertisements seamlessly with content, enhancing user experience and engagement.
While innovative ad formats are valuable, traditional video ads are still the preferred way audiences receive information. TripleLift aims to bridge the gap between traditional and innovative ads.
“When we combine innovative ads like our in-show and our other enhanced spots, which improve the actual spot with product images or QR codes, the ad experience is actually better,” LaMura says. “Consumers enjoy the programming a little bit more, and they’re more interested in coming back and engaging with that advertiser in the future.”
Connecting CTV to Other Media for Sequential Messaging
As consumers engage with multiple screens simultaneously, advertisers can now do sequential messaging with CTV and on web domains. This is particularly valuable for retailers who can connect lower-funnel objectives on retail media to upper and mid-funnel objectives on CTV.
TripleLift’s dynamic overlay sits in the bottom third of the CTV screen and leverages product images and QR codes, enabling retailers to create a CTV experience without requiring high-production quality video assets.
“It’s a huge opportunity for retailers to get involved and to help with that sequential messaging and pushing consumers down the funnel,” LaMura says.
You’re watching “Connected Insights: Innovation in CTV Advertising, a Beet.TV Leadership Series at Cannes Lions 2024 presented by TripleLift”. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
