Seize the Moment: How Kargo CTV Overlays Lean into Viewers’ Content Connection

Commercial breaks present advertisers with a variety of issues, as they can serve as opportunities for viewers to leave the room — and the screen — or serve as a disruption during an enjoyable piece of content. 

But new developments in CTV advertising allow brands to showcase their ads while content is airing, which can deliver higher advertising engagement, according to a new report from MediaProbe.

The study, which quantified emotion and mindset, revealed that the largest single predictor of emotional engagement to television ads is with the content where the ads are shown; the more leaned into a program viewers are, the more likely they are to have a positive interaction with an ad and vice versa.

Kargo’s new CTV Overlay format leans into that emotional connection, rather than interrupting it. Overlays are small banner ads that sit on top of the content, typically at the bottom of the screen so as not to be obtrusive to the viewer.

Using Kargo’s CTV Overlay format, brands can attract consumers by displaying their ads as the content is airing so as not to be as disruptive or intrusive as standard breaks. Non-intrusive Overlay ads integrated into the viewers’ experience capture maximum attention and can help make the brand more favorable.

Kargo’s Overlays give brands measurable lift across brand KPIs including message association, favorability and brand recall. Recent campaign outcomes include:

• A CPG company tested the effectiveness of Kargo’s CTV Overlay over live sports content and earned a 36% increase in favorability and a 31% increase in consideration, according to TVision’s measurement results. 
• Another CPG brand used Kargo’s CTV Overlay to change brand perception and achieved a 40% increase in favorability and a 27% lift in consideration, as reported by Upwave.
• Another brand sought to attract Gen Z viewers by tying relevant contextual targeting with enhanced creative in Kargo’s overlay format, which resulted in 29% higher in-view time and 16% higher attention vs TVision FAST norms.

Advertisers have unique opportunities to seize the “moment” with Kargo’s CTV Overlays on live streaming content, the hottest inventory available today. Kargo has partnered with leading streamers, including sports networks like Lacrosse TV, FTF Sports and MotoAmerica, to provide advertisers with Overlays during live-streamed events for positive top-of-funnel outcomes.

Let Kargo’s CTV Overlays help your brand receive the attention it deserves, drive higher outcomes and reach audiences on live streamed content. Reach Out to get started.