AMC Networks is testing out interactive ads.
Interactive content is one of the many blessings that the internet provides. If used properly, the format can add significant value to content, resulting in a more engaged viewer. But, while interactive content may work well for platforms like Facebook Watch, which has a number of shows that incorporate interactivity, can it work for ads on SVOD content? AMC Networks plans to find out.
The company — which controls AMC, IFC, SundanceTV, WE tv, IFC and BBC America — has partnered with Brightline to bring interactive ads to its content that is watched via Roku or Apple TV. The ads will first be tested for AMC’s new series “Dietland.”
According to a report from Media Post, viewers seeing the “Dietland” ads can watch a show trailer and interact with characters, via an in-stream overlay. Marketers can sponsor these ad formats to increase audience engagement. They will also be able to access digital-style metrics for TV via real-time dashboards and weekly reports.
Interactive ads are considered a great way for marketers to engage with consumers directly. In the past, main issues with the format had to do with user-interface, which was often clunky and limited. But with technology advancing and younger generations being more willing to interact with content than older generations, AMC is betting that the time for interactive ads is now.