UM and MAGNA Media Trails conducted a new study to explore how various ad formats can be used to increase the effectiveness of connected TV ad placements. The study is based on responses from over 3,000 Canadians on their experience of watching traditional and emerging ads in the connected TV space. The study provides recommendations for brands to leverage when employing various ad formats to meet specific campaign objectives.

Deena Markus, Senior Director, Integrated Investments, says, “Connected TV represents a fundamental change in how people consume video and TV content, and advertisers need to continue to adapt to the evolving viewing behaviour. With the right tools, strategies, and measurement in place, we’ve seen that brands can better harness the power of connected TV to connect with their customers in new and exciting ways, to ultimately, achieve their marketing goals.”

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