Fubo Optimizes CTV Commerce with Interactive TV Ads

Fubo, the live TV streaming service, is shaking things up with its new approach to interactive TV ads. The company believes that these ads could revolutionize how we shop on our big screens. According to Dina Roman, Fubo’s global head of ad sales, these ads are designed to change the way we interact with commercials and could lead to more direct transactions through our TVs rather than using a second screen.

Unlike other streaming platforms that use QR codes for interactivity, Fubo has taken a different approach. Roman believes that QR codes are just too basic and transactional. The new ad formats from Fubo are more engaging and immersive, aiming to make the shopping experience on TV more seamless and enjoyable.

Fubo has introduced four different types of interactive ads, including ones with embedded QR codes for easy transactions, gamified ads with trivia questions and polls, product carousels that you can control with your remote, and geo-locator ads that show regionally tailored content. Early data indicates that these interactive ads are making a big impact, boosting brand awareness by 33% and purchase intent by 47% compared to traditional video ads.

Looking ahead, Fubo sees a future where shopping on your TV with just a remote is a real possibility. Roman believes that younger viewers are leading the way in embracing these new TV interaction patterns and teaching their parents how to use them.

In addition to their innovative ad formats, Fubo’s direct advertising business is also thriving, with upfront sales increasing by 40% year over year. Advertisers are attracted to Fubo’s premium audience demographics and 100% addressable capability, which allows for targeted advertising based on rich audience data.

Overall, Fubo is making waves in the world of connected TV commerce by focusing on creating more engaging and interactive ad experiences. While the shift away from second-screen shopping may take some time, Fubo is paving the way for a future where TV becomes the primary interface for shopping.