Due to the ease of access to an array of content options, CTV’s popularity among consumers is only growing. Although it is already known that CTV viewers are mostly younger generations, the data from eMarketer shows that older demographics are not an exception, and they are also gradually switching from traditional TV to CTV.
With the rise of viewers migrating over to streaming services, CTV has become a bright spot in the ad industry, and as ad spend in Connected TV advertising is steadily increasing, so is the competition.
Recently, Brightline, the connected TV ad tech company, launched a new product called Proteus Experience Engine. This tool allows streamers to add interactive ads to the live broadcasts on the streaming apps.
One of the launch partners for Brightline’s Proteus XE is Allen Media Group's The Weather Channel TV app and its Local Now free-streaming app.
Although interactive advertisements, which allow viewers to take action while a commercial is playing, are not new, The Weather Channel, with this partnership, is integrating them into the content rather than reducing them to commercial breaks.
This is the first time Brightline has incorporated interactive ad tech from traditional ad breaks into the content stream itself.
It is also the company's first step towards expanding interactive advertising into branded content, making shows interactive, and even resolving elements of the ongoing media measurement turmoil.
In-stream ads on The Weather Channel app will run for seven to ten seconds at first and can take the form of a branded slide, QR codes, or reroute users to other channels.