In June, Disney introduced interactive ad formats on Hulu and ESPN, allowing viewers to use their TV remotes to participate in games like Quiz Show trivia or Beat the Clock challenges, both prominently featuring advertiser branding. Topgolf was among the first brands to experiment with this, creating an ad where viewers could adjust the power of a golf swing and aim for targets.
Disney also rolled out shoppable ad formats incorporating QR codes, custom graphics, and product carousels, making it easier for viewers to explore products or make purchases via their mobile devices.
Why it matters: Ad formats that seamlessly blend into the viewing experience can help ease the transition to higher subscription costs, as Disney recently announced a $2 monthly increase for ad-supported tiers on Disney+ and Hulu starting in October.
Implications for advertisers: These interactive ads offer advertisers the opportunity to create engaging, memorable experiences, potentially increasing viewer engagement and enhancing brand recall.
Instacart’s “Inspire” Ads Enhance Product Discovery
Consumer packaged goods (CPG) brands like Mondelez and The J.M. Smucker Co. were among the first to test Instacart’s new ad formats, aimed at improving in-aisle visibility and offering more contextual and convenient shopping experiences for consumers.
The new ad formats feature:
- Recipes: Highlighting meal ideas paired with relevant sponsored products.
- Occasions: Curating sponsored items based on themes or special occasions.
- Bundles: Grouping complementary products, such as sponges and dish soap, for easier purchasing decisions.
Why it’s important: Instacart aims to nearly double the share of its gross transaction value from retail media, increasing from 2.8% in Q2 to 5%, as stated by CEO Fidji Simo during an earnings call. This ambitious strategy has driven the development of more creative ad formats and partnerships, including recent collaborations with YouTube and The New York Times, positioning Instacart to better compete with other platforms.
What it means for advertisers: Instacart’s new ad formats emphasize the importance for advertisers to connect with consumers at the critical moment of purchasing decisions, ensuring their products are top of mind when it matters most.
YouTube Tests “Picture-in-Picture Live Mid-Rolls” to Counter Ad Blockers
YouTube is experimenting with ads that run during livestreams without interrupting the content, as detailed on the company’s experiments page last week. These picture-in-picture ads will appear alongside live video, though specifics about the mid-roll player’s size or sound capabilities haven’t been disclosed.
Ads that run concurrently with content are harder for ad blockers to detect, a challenge YouTube has been addressing more aggressively this year.
Why it’s important: Intrusive ads can lead to viewers changing channels or even leaving the livestream. The picture-in-picture format offers a potential solution for YouTube to boost livestream monetization while minimizing the risk of losing viewers.
What it means for advertisers: With this new format making it harder to skip or ignore ads, advertisers should focus on creating engaging, contextually relevant ads that enhance rather than disrupt the livestream experience.
