Sobol added that he’s particularly interested in interactive ad formats like add-to-cart that let viewers add a product to their shopping cart by clicking a button on remotes.
Adding more content
Vizio is also adding more advertiser-friendly content and features to its SmartCast operating system. The company claims to have added 70% more content in the past year, including the World Cup and content from publishers like Billboard.
In one example, a new hub called Sports Zone serves as a central place for viewers to find and watch sports content across streamers. The hub is growing to include new sports like golf, including men’s and women’s tournaments, with brands getting the opportunity to advertise against this content during key events such as the U.S. Open Golf Championship in June.
“As more leagues cut deals with streamers or launch their own apps, we’re seeing the buzzword of the moment—fragmentation—become a real challenge for viewers,” said Christina Ruiz, vp of product marketing and communications at Vizio. “Suddenly, the biggest question on game day isn’t ‘who’s playing’. It’s ‘where do I watch it?’”
There are also hubs for gaming and news content. Plus, a new section called MyHub uses a viewer’s Vizio account to recommend personalized deals and content.
“Think of it as a first step towards a shoppable experience,” Ruiz said.
