SANTA MONICA, Calif. – The shift from linear TV to connected television (CTV) is accelerating, and live sports is one of the last holdouts for ad dollars and innovation. However, this is changing rapidly as viewers increasingly stream live sports events on CTV platforms.
Innovid, a company that focuses on CTV advertising, released a report titled “Winning Big in CTV Advertising and Live Sports.” The report examines how streaming is transforming the sports viewing experience for fans, publishers, and advertisers.
“Viewers are already watching live sports on CTV,” said Dani Cushion, Chief Marketing Officer at Innovid, in this video interview with Beet.TV. “There will be an increasing flood that comes across as rights increasingly shift.”
CTV Offers Engaging Ad Experiences for Sports Fans
One of the key advantages of CTV is the ability to create more interactive and personalized ad experiences. Innovid’s data shows that interactive CTV ads are about 4.5 times more engaging than regular ads.
”If you’re delivering shoppable ads, if you’re doing live surveys, it becomes more of a lean-forward type of experience versus a sit-back experience,” Cushion said. “
During this year’s Super Bowl, Innovid worked with Paramount Plus to create a first-to-market “add to watch list” ad unit. The interactive ad showcased Paramount Plus programming and allowed viewers to add shows to their watch list with the click of a remote.
“It was incredibly effective,” Cushion said. “There are a lot of platforms like that that are driving the kind of innovation that is going to make that kind of thing even more interesting.”
CTV Offers More Than Just Incremental Reach
As viewers shift to streaming, CTV is no longer just an incremental reach vehicle. It is vying for its own place as a pure reach vehicle.
“CTV is no longer just an incremental reach vehicle,” Cushion said.
“As viewers shift over, it is really vying for its own place as a pure reach vehicle.”
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