For brands and video platforms struggling to get people to sit through their ads, video streaming site DramaFever and engagement advertising platform true[X] think they have a solution: Allow people to watch a longer, interactive ad in the beginning in exchange for a seamless viewing experience.
To test the theory, DramaFever gave viewers a choice. They could watch the series Running Man with short, regularly scheduled ad breaks, or they could watch a 30-second interactive ad for the 2014 Toyota Highlander created by true[X] at the beginning of the program.
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