CTV Ad Innovation Is Scoring Big With Live Sports Viewers: Innovids Cushion Beet.TV [Video]

SANTA MONICA, Calif. – The shift from linear TV to connected television (CTV) is accelerating, and live sports is one of the last holdouts for ad dollars and innovation. However, this is changing rapidly as viewers increasingly stream live sports events on CTV platforms.

Innovid, a company that focuses on CTV advertising, released a report titled “Winning Big in CTV Advertising and Live Sports.” The report examines how streaming is transforming the sports viewing experience for fans, publishers, and advertisers.

“Viewers are already watching live sports on CTV,” said Dani Cushion, Chief Marketing Officer at Innovid, in this video interview with Beet.TV. “There will be an increasing flood that comes across as rights increasingly shift.”

One of the key advantages of CTV is the ability to create more interactive and personalized ad experiences. Innovid’s data shows that interactive CTV ads are about 4.5 times more engaging than regular ads.

”If you’re delivering shoppable ads, if you’re …