Interactive advertising units on OTT have been part of the landscape for several years.
The form factor is getting a big boost from brand marketers during the pandemic, says Alison Levin of Roku, VP of Ads & Strategy at Roku in this interview with Beet.TV
She explains that brands are seeking to provide direct feedback on store locations and other personal messaging to their consumers. Sponsorships with give-aways are also becoming popular with brands.
Levin details how the suspension of live sports programming has transitioned many “heavy sports” linear consumer to streaming and how the use of “day parts” is dramatically changing. All this is changing TV buying dynamics.
And she provides an update on the integration with dataxu which Roku acquired last year.