Connected TV (CTV) has become a magnet for ad spending but publishers are still working through ways to take better advantage of the channel’s digital capabilities compared to static linear TV. Disney’s new ad formats represent a bid at making brand messaging more interactive, with the hopes of keeping viewers glued to the screen for longer and, in some cases, sending them offsite to complete purchases through tactics like QR codes. The gamified offerings, or “advergaming” formats, are coming exclusively to Hulu and ESPN as part of a partnership with BrightLine. A trivia game and beat-the-clock challenge are available at launch, with Topgolf acting as charter advertiser of the latter.

“Brands come to Disney with the intent of delivering new, unique advertising experiences for consumers that both drive engagement and provide a seamless viewing experience,” said Jamie Power, senior vice president of addressable sales at Disney, in a statement. “Offering expanded shoppable ads and advergaming formats to marketers will allow them to connect with audiences in a more differentiated and dynamic way.”

Nespresso and Target already piloted Impulse ads, which display a product image above a QR code and a callout of “scan to shop” to encourage viewers to make a transaction via their phones. Shoppable ads have become popular among publishers that want to demonstrate that running campaigns on their services can be tied more closely to sales. Amazon recently introduced a similar concept for Prime Video, a streaming platform that began showing commercials earlier this year.   

Gamified ads, or advergaming, is more experimental territory, and Disney and BrightLine claim their new formats are first-to-market for CTV. Quiz Show provides multi-question trivia during ad breaks while Beat the Clock tasks users with completing timed challenges that can be themed around a brand. 

“At BrightLine, we believe in pushing the boundaries of what’s possible in advertising, and these interactive advergaming experiences are a perfect example of how we can engage viewers in new and exciting ways,” said Michael Bologna, chief accelerator at BrightLine.

As “advergaming” expands into the CTV market, consumers are expected to spend more time with the brand-centered entertainment without the frustration of watching adbreaks. Will this new feature catch on or just be a short-lived trend?

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