S. Charles Lee, the architect of hundreds of ornate Art Deco movie theaters, had a famous saying about his goal of engaging audiences before they settled into their seats: “The show starts on the sidewalk.” A century later, streaming services are taking a similar tack, leveraging their new place in the American living room by welcoming viewers with home screen advertising.
As they anticipate the start of their streaming programming, viewers are generally considered by marketers to be more open to ad messages.
Early purveyors of home-screen ads include several platforms invested in free, ad-supported streaming, among them Roku, Vizio and Amazon Fire TV.
And as ads become a more crucial part of the strategies of top subscription players, they are also starting to pop up in some of those formerly brand-free settings.
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