Fubo launches interactive CTV Ad Formats with 47% higher purchase intent rate
Fubo introduces four new interactive Connected TV ad formats, including transactional and gamified ads, driving higher engagement.
On November 18, 2024, FuboTV Inc. (NYSE: FUBO) unveiled four interactive Connected TV (CTV) ad formats. According to the announcement made in New York, these new formats aim to enhance audience engagement through personalized and dynamic experiences.
The sports-first live TV streaming platform's latest innovation comes at a crucial time for digital advertising. According to Lucid, interactive ads across streaming platforms have demonstrated remarkable effectiveness, increasing brand awareness by 33% and purchase intent by 47% compared to standard video ads.
The four new formats represent distinct approaches to viewer engagement:
- Transactional ads incorporate custom QR code overlays, creating direct paths to purchase
- Gamified formats embed trivia questions and polls within video spots
- Rotating carousel displays allow multiple creative iterations within single ad units
- Geo-locator functionality delivers regionally tailored content in real-time
These formats build upon Fubo's earlier 2024 launches, including The Triple Play and The Marquee proprietary video formats. According to Dina Roman, SVP of global ad sales and operations at Fubo, "As CTV matures, brands are leveling up their strategies to connect with audiences in deeper and more meaningful ways than are possible on linear TV."
Technical innovation
Addressable Advertising Technology
The new ad formats operate on a 100% addressable and measurable basis. Advertisers receive detailed engagement metrics, including interaction levels and click-through rates. Each format can be enhanced with custom QR codes for additional tracking capabilities.
Interactive Technology Integration
The technology behind these formats enables seamless viewer interaction through remote controls, allowing audiences to:
- Navigate carousel displays
- Answer trivia questions
- Access location-specific information
- Scan QR codes for immediate purchasing
Measurement and Analytics
The platform provides comprehensive analytics tools for advertisers to track:
- Audience interaction rates
- Click-through performance
- Regional engagement patterns
- Purchase conversion metrics
The strategic significance
The launch represents a significant milestone in streaming advertising technology. Fubo, which aggregates more than 400 live sports, news, and entertainment networks, stands as the only live TV streaming platform with every Nielsen-rated sports channel as of 2023.
The company's position in the market is strengthened by its early adoption of advanced features:
- First virtual MVPD to launch 4K streaming
- Pioneer in Multiview technology
- Developer of AI-powered Instant Headlines feature
This development arrives as the streaming industry faces increasing pressure to monetize effectively while maintaining viewer engagement. The interactive formats represent a strategic response to changing viewer habits and advertiser demands.
Market impact
The introduction of these formats signals a shift in how brands can engage with streaming audiences. The formats address several key market needs:
Enhanced Measurement Capabilities
- Real-time engagement tracking
- Detailed performance metrics
- Conversion rate analysis
Improved Advertiser Control
- Regional targeting options
- Custom creative implementation
- Direct response mechanisms
Viewer Experience Enhancement
- Non-disruptive interaction
- Personalized content delivery
- Seamless purchase integration
Key Facts
- Launch Date: November 18, 2024
- Purchase Intent Increase: 47%
- Brand Awareness Increase: 33%
- Number of New Formats: 4
- Network Coverage: 400+ channels
- Market Position: Leading sports-first live TV streaming platform
- Technology Applications: QR codes, trivia, carousel displays, geo-targeting
- Measurability: 100% addressable
- Platform Reach: U.S., Canada, Spain, France (via Molotov)