Get ready to ditch the popcorn and grab your remote – Disney is introducing a new kind of ad that will have you interacting with your TV screen. Called “advergames,” these interactive ads promise to be a more engaging way for advertisers to reach viewers, but some are wondering if it’s just another attempt to shove ads down our throats.

As reported by Adweek, Disney is rolling out advergames across its streaming platforms Hulu and ESPN. These interactive experiences will allow viewers to participate in the ads using their remotes. Imagine playing a trivia game where you answer questions about your favorite Disney movie, or trying your hand at a virtual round of golf – all while being subtly (or not so subtly) pitched a product or service.

The initial offerings seem to be fairly simple. One format, called “Quiz Show,” will test your knowledge with trivia questions related to the brand being advertised. Another, “Beat the Clock,” throws a virtual golf challenge your way, where you use your remote to land golf balls into targets. It’s a way to make watching ads a little less passive, but let’s not forget – these are still ads at the end of the day.

So, what’s the benefit for Disney and advertisers? Well, for starters, engagement. These interactive ads go beyond the traditional static image or video format. By allowing viewers to participate, advertisers hope to capture their attention more effectively and leave a lasting impression. Additionally, advergames provide valuable data on whether viewers are actually paying attention to the ads. This information can be used to refine future advertising campaigns and ensure they resonate better with the audience.

Of course, there’s also the financial upside. More ad formats mean more revenue for streaming services like Hulu and ESPN, which rely heavily on advertising dollars to stay afloat. This is particularly important for Disney, as their streaming business is still inching towards profitability. Their recent earnings report showed some progress, but profitability remains an elusive goal.

The introduction of advergames comes alongside another innovation – shoppable ads on Disney Plus. Developed by Kerv, these ads display QR codes that viewers can scan with their phones to be taken directly to a product page. Similar to advergames, shoppable ads are programmatic, meaning advertisers can purchase them automatically through an algorithm that determines who sees the ad and when.

While advergames seem like a natural fit for a sports-centric platform like ESPN, their presence on Disney Plus, a platform targeted towards families and children, raises some concerns. Currently, the only way to avoid ads on Disney Plus is to pay a premium for an ad-free subscription. This might leave some parents wondering if these interactive ads are an appropriate addition to a platform meant for kids.

Ultimately, the success of advergames remains to be seen. While they offer a more interactive experience, they are still advertisements at their core. Whether they translate into higher engagement and brand recall, or simply become another annoyance for viewers.