MARCO ISLAND, FL — How do you keep a viewer engaged when it’s commercial break time and their smartphone is just a few inches away?
For Luc Marsolais, the answer lays in innovating the CTV experience.
In this video interview with Beet.TV, Marsolais, Chief Operations Officer, Sharethrough, explains what his company is doing about it.
Marsolais says that by integrating related content within advertisements, Sharethrough has observed an uptick in attention. “We were able to see that if we put related content or relative content from the advertisement, it was increasing attention.”
He cites specific examples like sports tickers which shrink the ad but display a live football score, thus retaining the viewer’s focus. “If you are into football, you’re going to have more attention to the ad,” Marsolais asserts.
Additional innovations include countdown overlaysfor promotions and weather overlays that maintain screen attention—critical in an era where second-screen distractions are rife. “People are going to be taking …