Good-Loop Introduces a CTV Ad Format Powered by Purpose That Reward Attention with Donations to Charity

Ad platform Good-Loop today launched a new CTV Ad format that rewards viewers’ attention and time with a free charitable donation.

Advertisers can purchase the new watch format for gifting on various CTV channels using Good-Loop’s special ad packaging. After playing the ad, generate a free donation to a brand-funded charity. Formats include pre-, mid-, and post-roll.

The new CTV ad unit also includes a QR code that viewers can scan to drive to Good-Loop’s Impact Hub, where they can learn more about the campaign and the charity partner. They can also see in real-time what has been raised and understand the real impact of the funding. Participating charities include the Eden Reforestation Project, Love The Oceans, and Black Minds Matter.

CTV’s audience is growing. eMarketer predicts that by the end of 2022 there will be 109.3 million CTV households, representing 83.6% of US households, while 40% of adults watch video on CTV devices every day (source: Leichtman Research group).

Good-Loop’s new CTV format gives advertisers access to this fast-growing, highly engaged audience in a way that advances brand purpose and significantly improves ad performance and ROI.

Good-Loop’s targeted ad formats, which drive brand engagement by directing people’s attention to ads to fund charities around the world, generate a 33% higher average engagement rate rest of the industry, as well as creating significant love, trust, and affinity for the brand.

Ryan Cochrane, COO at Good-Loop, said: “CTV’s audience is growing right now. But with increased competition, brands are finding it increasingly difficult to get noticed by this growing global audience. It usually doesn’t reward viewers in front of TV with Good-Loop’s new CTV ad format lets viewers donate to charity just by watching an ad.

“For consumers, rather than passive spectators, this means their precious time and attention are truly rewarded and help fund a good cause. For brands, it’s a way to do well at scale and stand out from the growing crowd of competing brands for the well-deserved attention of CTV viewers.”

The new view-to-donation unit, purchased on a cost-per-complete view (CPCV) or CPM basis, is Good-Loop’s new ad format that leverages the value of consumer attention to do well at scale.

Good-Loop, a certified B-company, is on a mission to make the connection between brands and consumers more meaningful by providing respectful ads that have a real social impact while empowering businesses and brands that are meaningful to advertisers.

The advertiser gets more meaningful engagement with the brand, while the consumer does good for free. The charity receives 50% of advertising revenue. The company has already raised £5 million for charities across the world.