For example, a viewer that’s never seen the ad could be served a standard TV ad with an option to click “learn more” while the ad is on the screen, Rousseau said. After viewers have seen the ad once or twice, the format can switch to a product carousel, so the viewer gets an additional look at the brand’s offerings.
Later, if the viewer has already researched the brand or the product, they can be served a “squeeze-back” creative format where the TV creative is smaller compared to the product images with price, ratings, and an add-to-cart button, he explained.
“Not only do we think this helps advertisers create a better ad each time, this also reduces ad fatigue, which also increases engagement, because then viewers pay more attention,” Rousseau said.
