Amagi is advancing connected TV advertising through new embedded formats including overlays, squeezebacks, and picture-in-picture ads, reflecting the industry’s shift toward more measurable and performance-led streaming advertising experiences.
Powered by Amagi’s THUNDERSTORM SSAI platform, the solution enables publishers to increase monetisation opportunities without extending traditional ad loads, helping balance viewer experience with advertising performance.
The formats are already live across premium news, sports, and entertainment channels, with ecosystem partners including Olyzon, Plex, and TCL. A recent campaign using the technology reportedly delivered a +2.9% increase in brand desirability and a +2.1-point lift in awareness.
The move highlights how CTV platforms are evolving beyond traditional video ads toward integrated, attention-driven formats designed for stronger engagement and measurable outcomes.Streaming platforms and publishers are under pressure to improve ad efficiency and monetisation without harming viewer retention.
Bottom line: Amagi’s latest rollout signals how interactive and embedded ad experiences are becoming central to the future of connected TV advertising.
