FreeWheel：2025流媒体广告形式创新研究报告：延续新奇效应（英文版）（24页）.pdf

1、Innovative Ad Formats in StreamingPRESERVING THE NOVELTY EFFECTThe FreeWheel Viewer Experience Lab PresentsAbout the FreeWheel Viewer Experience LabThe FreeWheel Viewer Experience Lab is designed to help media companies improve the quality,quantity,and relevance of TV advertising through quantifiabl

2、e research,solutions,and technology.To learn more,visit 4Overview of research 5Understanding innovative ad formats 6How are different ad formats best used to prioritize the viewer experience?9Can frequency diminish impact?14Actionable advice for driving positive viewer experiences with innovative ad

3、s 17Appendix 18Contents3|Innovative Ad Formats in Streaming:Preserving the Novelty Effect 2025 FreeWheel,A Comcast Company.All rights reserved.IntroductionNew ad formats in traditional and streaming TV are appealing to both advertisers and viewers,thanks to the large screen nature of connected TVs a

4、nd dynamic ad delivery of streaming.While standard 30-second streaming and TV ads remain the foundation of most campaigns the reliable“bread and butter”that delivers reach,consistency,and impact innovative formats like shoppable and interactive ads offer exciting opportunities to deepen engagement a

5、nd drive action.These newer formats allow brands to go beyond storytelling,inviting viewers to participate,explore,and even purchase directly within the ad experience.But advertisers should be sure not to overuse these new formats.While internet pop-up ads were once a novel creation to help highligh

6、t an advertisers brand messaging,today they are generally considered disruptive by users;similarly,as consumers become more accustomed to the latest innovative formats,the initial interest may diminish and along with it the benefits to the brand.To better understand how todays new ad formats can imp