Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
With three interactive CTV ad experiences, Paramount ANZ is extending its premium advertising alternatives offering. The goal is to create an environment where viewers interact with advertising in addition to simply watching it. On the big screen, Paramount ANZ hopes to provide a portal into the future of interactive advertising.
The approach builds on AdSelector’s, powered by Innovid, success. The program is one of the premium advertising options available from Paramount Australia and New Zealand (ANZ). They aim to encourage users to interact directly with video material using their remote controls. To do so, the platform accentuates already-present video content and displays a full-screen video gallery. Around a typical TVC, a CTA overlay emerges, urging viewers to participate using their remote. The viewer is then presented with content selections and ad experiences to choose from and play via AdSelector expanding to full-screen.
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The Three Interactive CTV ad experiences
Canvas Gallery
A TVC features an interactive scrollable gallery called Canvas Gallery displaying several products. It effectively highlights several products at once in a high-end, interactive setting. Additionally, it is beneficial to display a variety of products in a high-end interactive setting. The solution is ideal for campaigns with several touchpoints or for launching a wide range of products. Additionally, it is perfect for retail occasions like Christmas, Black Friday, or the launch of new products. A typical advertisement will be scaled down to fit a branded skin so that users of the remote may navigate through up to five panels of message in a single break.
Interactive overlay
Interactive Overlay’s click-to-reveal feature adds a call to action to an already-existing TVC. With a dynamic layer to a typical brand TVC, it provides a complementing interactive overlay that strengthens already strong brand creativity. Additionally, a lower-frame interactive overlay smoothly integrates promotional messaging, codewords, and limited-time offers into existing advertisements. As the usual brand advertisement plays, it will appear over top of it so that viewers may interact with the overlay using their remote.
Expander
Through an interactive full-screen ad experience, Expander immerses viewers while surfacing a variety of brand material. It seeks to deepen and broaden a brand’s exposure and accumulated time. To immerse consumers in a brand realm like never before is the aim. It combines several material pieces, including movies and photos, to enhance the value of a typical TVC. Additionally, a conventional advertisement is surrounded by a CTA overlay. With just three to five films or images, a full-screen video gallery carousel can be launched by viewers using their remote controls. The standard video resumes after viewers close the extended advertisement.
Here’s what they said
Head of commercial innovation at Paramount ANZ Zoe Kostos expressed her excitement to introduce these new advertising options, which reflect the company’s belief in the potential of interaction on a large screen. As reported by AdNews, she went on to say,
Each product offers a unique experience, allowing our advertisers to engage audiences in new and meaningful ways. Through creative flexibility and personalised engagement, we’re taking advertising beyond a completed view and transforming it into an immersive journey that resonates with viewers.
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Spotify Ends The Search For Promo Code With Its In-App Offers Feature
Spotify has recently announced its new feature. It will end customer hustle to search for a promo code online. Customers can buy a subscription of their favourite podcasts with on discounted prices with these promo codes.
Now, the customer will see an embedded link on the podcast. Just by clicking on this embedded link, the customer will be able to avail the promo-code. The link will automatically redirect the customer to advertiser’s website. Once the customer is on the website of the advertiser, the site will automatically detect the promo-code and will show you the discounted price.
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Image credit – TheVerge
Currently, Spotify is testing its “In-App Offers” feature. It will be a great relief for the consumer. Now, they don’t have to remember the promo code and march from pillar to post to get discounts.
According to Spotify, this is just the beginning of its interactive advertisement. The company states that they are researching for more ways to “create more of a direct funnel for brands.” It will create a strong impact and bring more live audiences to the Spotify platform in search of promo code.
Jay Richman, Head of ads business and platform at Spotify stated,
I think you could start to then piece together what a potential roadmap could look like, just based on the model with which we view this opportunity.
So, it is one step in a larger innovation path to productize the coupon code.
The first test conducted on Harry’s in the United States of America. The podcasts which participated was “Last Podcast on the Left and with Hello Fresh in Germany on the podcast Herrengedeck.” The promo code will be visible to a limited number of listeners. It will be visible only during the campaign time frame.
Spotify started inserting advertisements in podcasts from the month of January. They did this using their Streaming ad insertion technology. This technology is also known as SAI.
SAI inserts ad to the podcasts when people are listening to them. The SAI technology is advance and targets the audience based on their demographic and data-driven synergy.
Now, with SAI, Spotify is planning to expand its advertisement market in the US and some parts of Germany. SAI is a Spotify owned technology and is currently possesses an approximation of 100 monetizable shows.
It will give an upper hand to Spotify in capturing the advertiser market. Hence, it will lead to advertiser’s spending more money. Spotify will make sure that advertisers get better results for their advertisement.
For now, Spotify has opened the window for advertisement on the shows in its purview. Although, there are chances that Spotify might open the gates to the outside world and may charge revenue for the ad sales.
