Brand advertisers find awareness-boosting niche for interactive and shoppable CTV formats

You’re likely to see more interactive ads on TV this autumn. As the critical holiday shopping season approaches, spending on interactive ads, including shoppable formats, is rising among both retail clients and non-endemic advertisers.

According to Matt Felder, vp of ad sales at streamer Fubo (strictly speaking, a vMVPD network), the number of campaigns using interactive and shoppable formats has grown fivefold and that revenue from the units had increased 217%, year-on-year. 

“That fourth-quarter holiday is certainly a peak time for Fubo,” said Felder. In 2024, the business drew over 31% of its annual ad revenue, just over $110 million, from the year’s final quarter. He added: “It’s the highest [period of] demand for interactive formats.”

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