Introduction
In the ever-evolving landscape of Connected TV (CTV) advertising, innovative formats are emerging to address the challenge of maintaining viewer attention while delivering effective advertising messages. Among these new CTV advertising formats, Split Screen Ads, also known as Picture in Picture Ads or Double Box Ads, are gaining significant traction as a non-intrusive ad format that's transforming the viewing experience.
Understanding Split Screen Ads
Split Screen Ads represent a revolutionary approach to television advertising, where the screen is divided into two sections during commercial breaks. The main content continues playing in one section of the screen (muted or with sound), while the ad appears in another section, typically on a larger portion of the screen. This format is often enhanced with a branded background that complements the advertiser's message, creating a cohesive and visually appealing presentation.
Split-screen advertising during sports broadcasts offers a revolutionary way to maintain viewer engagement while delivering commercial content
The Split Screen Advantage
Recent studies show that viewers maintain significantly higher emotional engagement with Split Screen Ads, with attention to advertising content remaining surprisingly high throughout the duration of the ad. The format creates an impression of viewer choice, which leads to better reception and engagement with the advertising content. A recently conducted research has demonstrated the effectiveness of this non-intrusive ad format.
The Split Screen Ads performance metrics are equally impressive, with advertisements maintaining viewer attention for up to 50% longer compared to traditional formats. These ads show higher breakthrough rates compared to standard full-screen advertising and experience reduced "wear-out" effect when ads are repeated. Perhaps most importantly, they maintain consistent engagement levels regardless of position in the ad pod.
From a user experience perspective, viewers report higher satisfaction with their viewing experience when exposed to Split Screen Ads. The non-intrusive nature of the format maintains program continuity, which significantly reduces viewer frustration during commercial breaks. The addition of dynamic elements in these ads has been shown to increase attention and engagement even further. (Consider Link of a Split Screen Ad with an interactive element).
Split Screen in Sport
Split-screen advertising during sports broadcasts offers a revolutionary way to maintain viewer engagement while delivering commercial content. By displaying ads alongside live gameplay in a divided screen format, broadcasters can monetize without interrupting the flow of the game. This approach proves particularly effective during natural breaks like timeouts, injury stoppages, or between plays, when viewers typically remain focused on the field anticipating resumption of play. The non-intrusive nature of split-screen ads helps retain audience attention while generating advertising revenue, making it an increasingly popular choice for sports networks and advertisers alike.
ITG’s Split Screen Tech
ITG's cutting-edge technology has made the implementation of Split Screen Ads more accessible than ever for streaming CTV apps. ITG’s innovative media converter technology transforms traditional video ads into a series of optimized images that can be efficiently rendered on the client side. This approach enables smooth deployment of Split Screen Ads across various streaming devices while maintaining high-quality visual presentation.The entire system is supported by an efficient delivery system that minimizes bandwidth usage while maintaining optimal performance. ITG's patented MediaConverter technology revolutionizes split-screen advertising delivery on Connected TV platforms through advanced transcoding capabilities. This proprietary system overcomes traditional CTV limitations that prevent simultaneous video playback by converting Picture in Picture ads into a single video stream. The technology seamlessly integrates the main content and advertising content into one unified video signal, enabling split-screen ad experiences across all CTV devices and operating systems regardless of their native dual-playback capabilities.
Split Screen ad structure
Split-screen advertising employs dynamic screen resizing, where the main content typically shrinks to 50% of its original size, though some formats reduce it even further for enhanced ad visibility. The ad content appears in a designated video box, often positioned at the screen's side, while a specially designed background graphic extends beyond the video frame to create visual harmony. This background usually incorporates brand colors, patterns, or imagery that complements the advertised product. The integration of QR codes adds an interactive element, enabling viewers to instantly purchase products through their smartphones, transforming passive viewing into active engagement while maintaining connection to the live content.
Programmatic Capabilities
Split-screen advertising accommodates both direct and programmatic demand through major platforms like Google Ad Manager, Xandr, FreeWheel, and SpotX. The technology processes VAST responses to determine optimal video delivery, distinguishing between Outstream formats (standard video ads) and Instream formats (videos designed to run alongside live content) - with Instream being ideal for split-screen implementation. The VAST response can also include interactive elements like QR codes, which are automatically extracted and displayed within the split-screen layout. This programmatic capability has gained significant traction in Connected TV (CTV) environments, where advertisers seek less intrusive methods to reach audiences. Market indicators suggest continued growth in programmatic split-screen advertising, particularly as streaming platforms and broadcasters prioritize viewer experience while maintaining advertising effectiveness.
Split Screen / Double Box / PIP - Confused?
Ah, the many aliases of our favorite Split Screen advertising! Whether you call it Picture in Picture, Double Box, Split Screen, or Dual View, we're talking about the same theatrical performance where content and an ad share the spotlight like an odd couple forced to live together. It's like watching a perfectly choreographed dance where your favorite sports match continues its graceful performance while an ad pirouettes gracefully in its own corner. The advertising industry loves inventing new names for this format - it's their version of giving identical twins different nicknames just to keep everyone confused. But strip away the fancy labels, and you've got the same simple concept: two video boxes playing nice together on your screen, like roommates who've finally figured out how to share the TV remote.
The Future of Split Screen Advertising
As CTV platforms continue to evolve, Split Screen Ads are positioned to become increasingly prevalent. Technological advancement is driving improved rendering capabilities, better bandwidth management, and enhanced creative possibilities. Market adoption is growing steadily, with increasing acceptance among advertisers, rising viewer preference, and expanding platform support. Creative innovation is also accelerating, bringing new possibilities for interactive elements integration, personalized viewing experiences, and advanced targeting capabilities.
The future of CTV In-Content Advertising lies in formats that respect viewer experience while delivering effective advertising messages. Split Screen Ads represent a significant step forward in this evolution. As ITG's technology continues to advance and platforms adopt these non-intrusive ad formats, we can expect to see even more innovative applications and improvements in this space.
The success of Split Screen Ads demonstrates that advertising can be both effective and viewer-friendly. As streaming platforms continue to seek ways to monetize content while maintaining viewer satisfaction, this format provides a compelling solution that benefits all stakeholders in the advertising ecosystem. For streaming platforms looking to implement these new CTV advertising formats, ITG's technology offers a robust and proven solution that can be seamlessly integrated into existing systems, providing a pathway to enhanced advertising effectiveness and improved viewer experience.
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