Preserving the Novelty Effect
As streaming TV continues to capture audiences’ viewing time, advertisers are leaning into its dynamic ad delivery capabilities to engage viewers with more innovative and interactive ads.
While innovative ad formats like native, lower third, and shoppable are an opportunity for advertisers to break through the clutter, it’s important to understand how best to use these formats to improve – not impede – the viewer experience.
The Viewer Experience Lab’s latest report examines the presence of new ad formats in streaming content and their impact on the viewer experience. The report outlines the extent to which viewers are seeing them around the globe, the use cases for different types of new ad formats, and the advantages of preserving the novelty of these formats to benefit both viewers and advertisers.
Download Report
