Fubo has introduced a fresh advertising format, The Triple Play, aimed at enhancing how brands connect with audiences through connected TV (CTV). This new format, which integrates branded video content alongside curated programming, is designed to offer advertisers more dynamic ways to engage viewers. Walmart became the first brand to use this innovative format, rolling out its back-to-school campaign across Fubo’s home screen, a key step in merging content and commerce seamlessly.
The Triple Play allows advertisers to take full control of the home screen, displaying a combination of branded banners, content carousels, and videos. For Walmart, this meant incorporating a QR code that made the ad instantly shoppable, providing viewers with direct access to products while they watched the content. This format reflects the evolving landscape of CTV advertising, where traditional ad spots are giving way to more interactive and engaging experiences.
How Walmart is Leading the Way in Merging Content and Commerce
Walmart’s use of The Triple Play format for its back-to-school campaign is more than just a marketing move—it’s a demonstration of how the retailer continues to innovate at the intersection of content and commerce. From September 6 to 9, Walmart’s campaign dominated Fubo’s home screen, showcasing a mix of interactive features that pushed the boundaries of traditional TV advertising. The campaign included Walmart’s “School Style Decoded,” a first-of-its-kind, shoppable runway show that launched earlier in July.
By integrating shoppable ads with engaging content, Walmart is positioning itself as a leader in leveraging CTV to drive online shopping. The collaboration with Fubo underscores Walmart’s broader strategy of creating seamless pathways between entertainment and e-commerce, a concept that has grown in popularity as consumer behavior shifts towards more on-demand, digital-first experiences.
The Future of CTV Advertising: More Than Just TV Spots
Fubo’s Triple Play format exemplifies the growing potential of CTV platforms to expand traditional advertising methods. Instead of relying solely on standard 15 or 30-second TV spots, Fubo’s innovative ad format offers brands the ability to create immersive, multi-layered campaigns that blend programming with branded content. Advertisers can now feature more interactive elements, such as QR codes, custom carousels, and mid-roll spots within on-demand content, leading to higher engagement.
Dina Roman, Fubo’s Senior VP of Global Ad Sales and Operations, explained the shift, stating, “CTV has made it possible to expand standard TV ad formats to command more attention and engagement.” The platform’s goal is to offer advertisers solutions that not only increase visibility but also drive tangible results through creative, interactive campaigns.
Walmart’s Broader Strategy in Digital Advertising
Walmart’s inaugural sponsorship of The Triple Play format is part of its ongoing effort to blend content with commerce across various platforms. In addition to this partnership with Fubo, Walmart has been making significant moves in the digital advertising space, notably with its planned acquisition of Vizio and its Walmart Connect media offering, which recently collaborated with Disney Advertising on targeting and measurement.
These developments point to Walmart’s larger vision of creating an omnichannel advertising ecosystem, where content, commerce, and consumer engagement are intertwined. By tapping into platforms like Fubo, Walmart continues to position itself at the forefront of retail media and digital marketing.
Fubo’s Expanding Ad Innovations
The Triple Play is just one of several new ad formats Fubo has rolled out. At the NewFronts, the platform introduced four new CTV ad units, including marquee, interactive, pause, and enhanced banner ads. These innovations aim to provide advertisers with a diverse set of tools to engage viewers in different ways.
Moreover, Fubo has been a pioneer in addressing advertiser identity issues, adopting Unified ID 2.0 to help brands better understand their audience across digital platforms. By expanding its offerings beyond sports and partnering with Maximum Effort Productions, Fubo is broadening its appeal and creating more opportunities for advertisers to connect with consumers in meaningful ways.
Conclusion: The Future of Content-Driven Commerce
As the lines between content and commerce continue to blur, Fubo’s Triple Play format represents a significant step forward in CTV advertising. Walmart’s early adoption of this format highlights the potential for brands to create immersive, shoppable experiences that go beyond traditional TV ads. As more brands look for ways to connect with consumers in the digital age, innovations like The Triple Play are likely to become a staple in advertising strategies across industries.