Transmit, the streaming media ad platform, has announced its inclusion in the Interactive Advertising Bureau (IAB) inaugural CTV Creative Best Practices Guide. Transmit’s platform improves the overall CTV ad experience for audiences in a variety of ways. One of the most notable is minimising disruptions during live entertainment via first-of-its-kind picture-in-picture ads. Additionally, Transmit helps advertisers show viewers the most relevant ads in real time based off of what is happening on live TV to effectively reach relevant audiences via Event-Driven Overlay.
“As we continue to see the demand for CTV grow and audiences continue to move to streaming, we are thrilled to be recognised by the IAB in their first CTV Creative Best Practices Guide,” said Seth Hittman CEO of Transmit. “We created Transmit to bring a new and better way to imagine ad experiences where all parties win, viewers gain a significant improvement in their ad experience, right owners acquire additional ad inventory for increased monetisation and advertisers secure increased retention in brand messaging for a better return on their investment and effort.”
The IAB is the industry’s leader in developing the technical standards and best practices on all the ways advertising is advancing and changing across industries through critical research. In their newest best practices release made specifically for CTV, the IAB includes Transmit’s work with Paramount+ where they partnered to drive awareness of the fact that the Concacaf qualifiers were available to watch on Paramount+. The initiative achieved 53 per cent unique reach against the target audience of sports fans and active streamers.
“IAB is committed to moving the Connected TV industry forward and to push the creative frontier beyond the traditional commercial pod and formats to take advantage of CTV’s digital capabilities. We are encouraged to see Transmit doing just that with its innovative ad formats and we look forward to working with them and the rest of the industry to continue to advance the space,” said Eric John, VP, Media Center, IAB.