The Story Behind: CTV Moments

October 16, 2023

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Bradley Umane

In the ever-evolving digital advertising landscape, it's paramount for brands to stay ahead of the curve by seizing innovative opportunities that not only capture attention but also resonate deeply with their audiences. Enter Kargo’s new CTV offering "Moments" – an ad format poised to redefine how we engage with content.


What are 'Moments'?

At its core, 'Moments' is a strategic ad placement that lives on top of existing streaming content. Instead of waiting for the ad break like traditional ad pods, these ads are seamlessly integrated into the viewer's experience, and their unique placements result in a more immersive and less disruptive form of advertising.


Hyper-contextual Relevance

What truly sets 'Moments' apart is its hyper-contextual relevance. Unlike traditional ads that can sometimes feel out of place or irrelevant, 'Moments' ensures that the advertising message aligns perfectly with the content it overlays. This contextual harmony allows the ad to enhance the content rather than interrupt or deter from it, especially with the inclusion of QR codes that allow you to interact.

For instance, while watching a cooking show, a 'Moment' might spotlight a specific ingredient at the precise instant it's being discussed or used on-screen. This integration ensures that the product or service advertised serves as a natural extension of the content.


The Perfect Pairing with Traditional CTV :15 Spots

While 'Moments' offers a fresh approach to advertising, it is not intended to replace the traditional methods of advertising but rather complement them. Early research with MetrixLab shows 63% of consumers who saw both ads had a favorable view of the brand compared to 46% exposed to just a :15 CTV ad - a 36% lift. This two-pronged approach ensures that brands not only capture attention with their traditional spots but successfully solidify their message.


Benefits of Integrating 'Moments' into Ad Campaigns:

  1. Enhanced Viewer Engagement: 'Moments' are contextual relevance captures user attention more effectively and leads to higher viewer engagement rates.
  2. Improved Message Retention: The combination of traditional :15 spots with the reinforcing power of 'Moments' ensures that viewers retain the brand's message more effectively.
  3. Reduced Ad Fatigue: With its seamless integration, 'Moments' reduces the sense of disruption and fatigue that viewers sometimes experience with traditional ads.


The future of advertising lies in the delicate balance of capturing attention while providing genuine value and relevance. 'Moments' perfectly achieves this balance, offering a fresh, engaging, and contextually harmonious way to deliver advertising messages. As brands look to make deeper connections with their audiences, integrating 'Moments' alongside Kargo’s traditional CTV :15 spots is not just an option; it's the only way forward.


Make this your moment, reach out to learn more!


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