Scoring Big: How AI-Powered CTV Ads Are Changing Live Sports Marketing
DraftKings and Dr Pepper are leaning into Perion’s AI-powered Stay Live advertising format, a technology designed to seamlessly integrate ads into live sports broadcasts on CTV. Stay Live employs artificial intelligence to analyze live broadcast streams, identifying optimal ad placement moments with high viewer engagement and minimal interruption—like replays of major game moments. The format, which expands beyond sports to potentially other live content, aligns with advertisers' push for contextually relevant, attention-grabbing messaging.
The stakes are high for CTV, as advertisers explore ways to capture fragmented viewer attention. Dr Pepper leveraged this format to align with its college football campaign, while DraftKings adopted Stay Live to extend its reach beyond traditional TV, integrating ads directly into the broadcast with custom visuals and branding.
Perion’s CTV-focused innovations aren’t limited to Stay Live. Their Pause Ad format, now available for all sports advertisers, activates during pauses in viewing, creating non-disruptive ad opportunities. Perion's AI Lab continues to push these boundaries, contributing to a 19% year-over-year increase in CTV revenue for Q3 2024, despite an overall revenue dip. These advancements underscore the growing importance of smart, viewer-centric advertising strategies in the dynamic CTV landscape.
Full story at Marketing Dive.
