Vizio’s Jump Ads aim to bridge gap between linear and streaming TV
Recent data from Accenture indicates that 60% of consumers with multiple streaming service subscriptions are frustrated with the viewing experience and navigability of content. A new tool from Vizio seeks to streamline the experience of switching between linear and streaming apps for the everyday viewer.
Vizio has unveiled a new cross-screen ad offering
Vizio today announced it is launching a product designed to allow viewers to move seamlessly between linear TV and mobile app streaming — via an on-screen advertisement.
Dubbed Jump Ads, the new solution enables programmers and marketers to place a visual ad overlay on-screen during or at the end of a linear TV program that prompts viewers to continue engaging through a supporting app on Vizio’s SmartCast operating system.
Jump Ads relies on Vizio’s proprietary automated content recognition technology to identify when a participating program is on-air, and then uses additional software to intelligently target viewers in real-time with specific ads.
The new feature aims to improve the cross-screen viewing experience for viewers while giving advertisers a new means by which to drive engagement across platforms.
"In our eyes, all TV is connected TV, and we're on a mission to bridge the gap between linear and streaming," says Adam Bergman, vice-president of national ad sales at Vizio. "Jump Ads are another big step in the right direction, as they simplify content discovery and navigation, and create more engaging, interactive viewing experiences for consumers."
Fox will be the first partner to try out the new tool, which is currently in beta testing. The network will place Jump Ads at the end of the pilot episode of ‘Welcome to Flatch’, a new docu-comedy series written and produced by Emmy and Golden Globe winner Jenny Bicks. The ads will encourage viewers to keep watching the show or catch up on previous episodes via the Fox Now App, where the first seven episodes of the season will be exclusively available for on-demand consumption.
“Clearly, the viewing experience has changed, with both linear and streaming playing an integral role for the foreseeable future,” said Natalie Park, senior vice-president of marketing strategy and Media at Fox Entertainment, in a statement. “Innovations like Jump Ads that integrate these formats for viewers create a better live, tune-in experience that caters to the on-demand expectation that the binge-watching cultural phenomenon has created.”
Vizio is in the process of solidifying partnerships with other brands and content providers to offer additional advertising integrations.