Advertisers risk missing out on reaching up to one-third of viewers due to lack of attention.
Perion Marketing
07th Nov 2024
At Perion, we are excited to introduce “Stay Live,” our innovative ad format for live Connected TV (CTV) broadcasts. This new feature, previously exclusive to select advertisers, dynamically integrates brand ads directly into live events. Designed to engage viewers during key moments with minimal disruption, Stay Live is initially launched for sports and eSports broadcasts.
Alignment with the Football Season
The new format is perfectly timed for the football season. Advertisers can now align their brands with the excitement of the game. Imagine your brand message appearing during replays after a player scores a touchdown. AI-powered technology analyzes the live stream, identifying the lull in the action after these pivotal moments in real-time to optimize ad placements for maximum impact and viewer engagement. See this demo of the technology in action:
This offering not only enhances the viewer experience but also allows advertisers to deliver resonant messages at moments of peak engagement. As a result, ads feel like a natural part of the broadcast, keeping viewers immersed rather than interrupting them.
Technology and Development
Stay Live CTV lives within Perion’s AI Lab, a dedicated team of data scientists and engineers focused on building AI-infused capabilities to support campaign planning, activation, and reporting, and to deliver new, unique, dynamic, and immersive ad formats. Perion’s always-on AI technology powers the company’s tech stack, and analyzes real-time signals to build, surface, and select ads that are most likely to resonate with target audiences, delivering the most relevant and engaging content at the right moments that drive performance.
While initially focused on sports, Stay Live CTV has the potential to innovate ad campaigns across various live content genres, delivering contextually relevant, in-the-moment brand messages.
Meeting the Live Sports Opportunity
“Live sports provides advertisers opportunities to reach targeted audiences like no other,” said Todd Cohen, Vice President of National Video/CTV Strategy at Undertone by Perion.
“With viewers leaned into the game, it offers key moments to deliver an ad that will capture attention. But it needs to be done in a way that doesn’t hinder their viewing experience. With Stay Live, we are making it possible to integrate ads seamlessly in a way that enhances, rather than disrupts, the viewing experience. This approach benefits consumers, advertisers, and broadcasters alike.”
“We make significant investments in sports on linear TV, but were looking for something new and exciting, and this was definitely it,” said Olivia Sutherland, Senior TV Growth Marketing Associate at DraftKings, an early adopter of our Stay Live Sports format. “With Undertone’s Stay Live CTV, our ads are integrated into the game broadcast, making them nearly unmissable! 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.”
Pause Ad Expansion
In addition to Stay Live, we are also making our Pause Ad format, which has been available on a select basis, available to all sports advertisers. Our unique Pause Ads feature non-disruptive ads that activate when users pause their CTV viewing experience, reaching viewers during non-traditional ad moments across live, VOD, and DVR content.
To learn more about our CTV formats, including Stay Live and Pause Ads, available through Perion’s Undertone, email sales@perion.com or click here.
We are pleased to share that Hivestack, our digital out-of-home (DOOH) platform, has partnered with Eletromidia, the major out-of-home (OOH) media company in Brazil
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