- Ad-tech company Perion has introduced a new ad format for connected TV (CTV) called Stay Live that dynamically integrates brand ads into live events, in accordance with details shared with Marketing Dive.
- Previously exclusive to pick out advertisers, the substitute intelligence-powered technology analyzes sports and esports broadcasts, optimizing ad placements for max viewer engagement somewhat than interrupting the motion.
- DraftKings, Dr Pepper and other brands have utilized Stay Live, which Perion claims might be utilized in live content genres apart from sports to assist advertisers deliver contextually relevant brand messages.
The continued growth of CTV advertisers gives brands more opportunities to put ads in front of consumers, but comes with challenges around when and the way ads are placed programmatically, especially during live content like sports.
Perion’s Stay Live uses AI to put ads dynamically by analyzing broadcast streams for moments of high engagement but low interruption. Using a football example, an ad could appear throughout the replay of a touchdown and before the additional point kick. Advertisers proceed to speculate heavily in live sports for its broad reach.
“With viewers leaned into the sport, [Stay Live] offers key moments to deliver an ad that may capture attention. But it must be done in a way that doesn’t hinder their viewing experience,” said Todd Cohen, vice chairman of national video/CTV strategy at Undertone by Perion, in a press release. “We are making it possible to integrate ads seamlessly in a way that enhances, somewhat than disrupts, the viewing experience. This approach advantages consumers, advertisers, and broadcasters alike.”
Stay Live could help advertisers engage with audiences after they are most attentive, especially as CTV attention continues to lag that of linear TV. The ad format comes from Perion’s AI Lab, a team of information scientists and engineers trying to use the buzzy tech to deliver new ad formats and support all stages of ad campaigns.
Brands which have used Stay Live include smart ring company Oura, fast casual chain Raising Canes and Dr Pepper, which has focused its marketing efforts around college football on its approach to unseating Pepsi because the number two soft drink within the U.S. DraftKings, an energetic advertiser within the sports gambling market, was an early adopter of Stay Live because it looked to maneuver beyond its “significant” investments in sports on linear TV, in accordance with Olivia Sutherland, senior TV growth marketing associate at the corporate.
“With Undertone’s Stay Live CTV, our ads are integrated into the sport broadcast, making them nearly unmissable,” Sutherland said in a press release. “We loved that we could feature our CTV spots, coupled with the addition of custom backgrounds that showcase our logo and key messaging. It was a no brainer.”
In addition to its Stay Live format, Perion is making its Pause Ad format available to all sports advertisers. The non-disruptive ads activate when viewers pauses CTV viewing during non-traditional ad moments across live, video on demand and DVR content, per the corporate.
Perion saw CTV revenue increase 19% year-over-year to $9.5 million in Q3 2024 whilst overall revenue decreased by 45% to $102.2 million within the quarter.
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