True[X] says it is working with FreeWheel to make its engagement-based ad format easier to integrate into premium video programming that runs online.
True[X], owned by 21st Century Fox, and FreeWheel, owned by Comcast, will be working together on other new ad formats, including ones that will run on connected TVs and video on demand.
The engagement-ad format offers viewers a choice. They can choose to interact with one ad at the beginning of a piece of long-form content and watch fewer ads during that program, or they can receive a normal ad load.
David Levy, CEO of True[X], says 75% of consumers choose the interactive ad. That’s good for advertisers and good for the networks, who receive more revenue for the interactive ad than for the linear ads that get displaced, Levy says.
Read more at B&C.