Shoppable QR codes embedded in streaming ads can lead viewers to members’ websites.
By Dan Evans, AVB Marketing
The power of over-the-top (OTT) advertising is undeniable.
As Hulu’s Generation Stream report shows, 3 out of 4 people now choose streaming as their main source of TV content. AVB members currently using our OTT platform are enjoying success, reaching new audiences (cord-nevers) and those who have abandoned cable companies and satellite dishes (cord-cutters).
Unlike pre-roll ads or even YouTube, the ads presented within OTT are not skippable, giving our members the ability to present their message to the streaming consumer with a better than 97 percent video completion rate. However, with our focus being connected TV (CTV), one challenge has remained: Very few TVs offer the ability to “click” on the ad with their remote control (if they can find it under the cushions!). Hence, it has been difficult to measure immediate engagement with the members’ messages.
AVB is leading the way to solve that by offering a means for the consumer to engage with our members’ messages instantly. Shoppable OTT makes this possible. Using dynamic QR code technology, we can include a shoppable code within the TV spot that is being viewed, as seen in the photo above.
When the consumer scans the code with their phone’s camera, they will be instantly directed to the member’s website, landing them on a highly relevant landing page based on the message they were viewing. Here’s a 30-second ad example of how this can look … and perform:
AVB is always looking to the future, fulfilling our purpose of staying ahead of the competition for our members. Utilizing AVB’s Shoppable OTT, your customers can visit your website and begin shopping at your most important store instantly! With the ability to pause and/or rewind while streaming content, your consumer has ample opportunity to grab their phone and engage with your brand.
The Presidents’ Day selling season is just around the corner. Now’s the time to take your advertising plans over the top!
Dan Evans is Product Manager – OTT Advertising at AVB Marketing, a unit of YSN publisher AVB Inc.