CTV Advertisers Should Stop Pausing High-Impact Commercial Formats

Connected TV was supposed to be a better mousetrap, combining the attributes of linear video with digital media. But a new report notes that advertisers are still using the same old cheese, and that’s limiting their return on investment.

In its new report, TripleLift looks at both sides of the issue, the effectiveness of interactive advertising formats made possible by streaming, and the reticence of marketers and their ad and media agencies to make the most of the new technology.

“CTV is one of the fastest-growing channels in media, but creatively it’s still operating like the three-network era,” said Dave Helmreich, CEO of TripleLift. “The industry promised the best of TV and digital. Instead, we recreated traditional commercials in a new pipe."

According to the TripleLift report, most brands continue to rely on standard 15- and 30-second spots, despite research that shows interactive, digital powered CTV spots are more impactful.

Some of the CTV interactive formats are hardly new. Pause ads have been around since Hulu first used them way back in 2019. But TripleLift notes they took longer than they should have to achieve wide adoption.

Pause ads are custom ads. Pause ads on The Roku Chanel look different from the ones on Disney+. With custom ads come custom specs, which are difficult for brands to deal with. But pause ads are now ubiquitous thanks to simplicity, and available via programmatic buying and selling.

Most ad tech systems were built for standardization, not flexibility. Innovative formats need to be more turnkey, automated and easily deployable at scale, the report says. “SSPs can play a critical role: enabling existing pipes to make custom executions feel as seamless and repeatable as standard ones,” says Eliza Davies, VP business development TripleLift.

TripleLift offers pause ads through a prefab scalability programmatic execution through its SSP, which has direct relationships with publishers that have standardized their creative specs.

Streamlining the process also saves money. But working with an SSP like TripleLift, buyers can add a 15% savings in data costs, equaling $425,000 over three years, the company said.

How good are the new formats?

According to TripleLift, 67% of viewers note that innovative formats are different from other CTV ads, 43% say pause ads are more memorable than standard ones and 77% consider them informative.

In terms of results, high-impact CTV ad formats increase recall of a campaign by 33% and increase brand consideration by 11 times. Purchase goes up 76% when high-impact format ads are added to the mix.

TripleLift calls this a halo effect, because its data shows that high impact spots not only resonate with consumers, but elevate the effectiveness of the traditional commercials that are part of a campaign.

In addition to pause ads, programmers and others offer formats including shoppable ads and ads that let viewers take part in games and polls.

The TripleLift report states that streaming has rebuilt television distribution. Now the industry must rebuild television advertising.

“The goal is to move the industry beyond simply delivering impressions. Today’s ecosystem optimizes delivery,” said TripleLift’s Helmreich. “Our approach is to optimize impact.”

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TransUnion said it expanded its relationship with Dun & Bradstreet’s Eyeota unit. Now advertisers will be able to improve campaign planning and activation by using TransUnion’s CAMEO geodemographic insights across 34 international territories within Eyeota’s Audience Marketplace.

Advertisers can then deploy these segments across 60 connected advertising platforms, spanning programmatic, mobile, connected TV and social media.

“Marketers now operate in a complex, multi-channel ecosystem where reaching the right customers is increasingly difficult,” said Kelli Fielding, chief product officer at TransUnion in the UK. “CAMEO offers the all-important detail that helps businesses adapt to their audience, unlocking value in targeted campaigns, confidently assessing risks, and nurturing new and existing customer relationships.”

“We’re pleased to bring TransUnion’s CAMEO data to our clients,” added Marc Fanelli, senior VP, digital audiences – Global at Eyeota. “CAMEO’s detailed geodemographic insight is a strong complement to our marketplace, helping advertisers achieve more accurate and privacy first audience targeting across their programmatic campaigns.”

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If you watch Fox’s new upcoming primetime version of Baywatch, you’re going to see a lot of Toyota vehicles on the beach and elsewhere because of a new sponsorship deal announced by the network and the automaker.

The Toyota Tacoma will be the official Baywatch lifeguard vehicle. The Tacoma will be customized as an L.A. county lifeguard truck. Characters will also be seen using other Toyota models as their personal rides in the series.

The companies say Toyotas are already used by lifeguards on many beaches.

“We can think of no better brand partner than Toyota to be front and center as Fox brings new life to the iconic series Baywatch,” said Katrina Cukaj, executive VP, advertising sales for Fox. “We know their vehicles will be an integral part of the authentic storytelling and are grateful for their collaboration as we bring this exciting show celebrating the Southern California beach culture to fans both old and new.”

The announcement comes as Baywatch started shooting at Venice Beach and on the Fox lot.

“Toyota Trucks are designed to support people wherever their passions take them - from city streets to rugged coastlines," said Tiffany Shido, Toyota’s general manager of brand, cross-vehicle line and media. "Various lifeguard communities across the country already depend on Tacoma’s power and capability, which makes it the perfect partner as Baywatch returns for a new generation.”