In-stream ads are reshaping CTV monetization, and for some, it’s already paying off

In today’s FAST ecosystem, publishers face a familiar challenge: how do you maximize ad revenue without compromising the viewer experience?

With content costs rising and traditional ad formats losing effectiveness, many publishers are looking for new monetization strategies.

That’s why Wurl and Transmit have teamed up to offer publishers something different. 

A new way to grow revenue — without losing your audience

With Transmit, publishers can add new types of non-intrusive ads — like L-Bar, Picture-in-Picture (PiP), and moment-based overlays — right into their live or on-demand content.

Wurl’s Transmit integration enabled us to launch a unique, high-impact ad campaign with one of our key sponsors, leveraging L-bar and Picture-in-Picture ad formats—something we wouldn’t have been able to do otherwise. The in-stream experience was seamless and memorable, helping our sponsor stand out and connect with a larger, engaged audience.”

Jon Lin

SVP & GM
Stadium

In-stream ads play during a break in the action in Stadium’s content

And because Wurl is integrated directly with Transmit, publishers distributing through Wurl can turn it on easily. Once enabled, you can plug into Transmit’s Demand Marketplace, with access to top agencies and advertisers, or run your own direct-sold campaigns or sponsorships.

Leveraging Transmit’s in-stream ad units has helped us extend the value of our content and monetize premium moments within our programming. From an ad perspective, the performance has been impressive—driving an increase in revenue that has been stronger, in some instances, than our traditional “within the pod” monetization.”

Jesse Janson

EVP Acquisitions & Business Development
Janson Media

A contextually relevant L-Bar ad alongside Janson Media’s cooking content

Why in-stream matters now

More and more live programming is moving to ad-supported streaming, with sports programming on FAST growing 105% YoY. However, competition for rights is also fierce, putting pressure on publishers to realize a return as soon as possible.

Traditional ad breaks have their place — but they are a step out of the action, not a part of it. Whether it’s a big play in a game or a key moment of a drama, these are the times when viewers are most tuned in and most likely to engage.

That’s where in-stream formats shine. By placing branded messages around the content rather than replacing it, publishers can keep viewers watching while delivering more value to advertisers. These ad formats have proven to improve brand recall and ad effectiveness compared to legacy ad breaks. Advertisers recognize this and are paying premium CPMs for it, while also seeing an increase in their Return on ad spend (ROAS).

Our fans and sponsors want to be immersed in the action, and Transmit’s L-bar and Picture-in-Picture ad units let us monetize without pulling them out of the moment. We’ve been thrilled with the results — a 15% lift in impressions in just three months. That’s the kind of impact that matters to our advertisers and our audience.”

Mike Chioditti,

SVP New Business
Professional Fighters League

For sports like soccer that have extremely high licensing fees and long periods without standard breaks, in-stream formats present unique opportunities that are helping to prove the sport’s commercial viability as it attempts to break further into the crowded US sports market.

A picture-in-picture (PIP) ad runs between matches to maximize viewer attention

Proven results across publishers

For publishers, the equation is simple: more monetization opportunities and less disruption for viewers equals more upside.

And with Transmit’s in-stream ad formats integrated directly into Wurl, activating these placements takes no time at all. There’s no tech overhaul — just a simple opt-in through your existing Wurl partnership.

So, for publishers trying to solve the tricky problem of growing ad revenue without hurting viewer experience, the good news is that there is a better way. Monetize within the moment, not around it.

By layering in-stream formats directly into live and on-demand content, publishers can create new ad inventory without adding more breaks.

The result?

Higher impressions, stronger advertiser performance, and an experience that keeps viewers fully engaged.

Want to start? Talk to your Wurl representative today to activate Transmit and explore what’s possible.