The news: Digital pay TV service Fubo introduced a new connected TV ad format with Walmart as its first partner, offering brands an enhanced level of visibility.

• The format, called “The Triple Play,” gives an advertiser a prominent, three-row placement on Fubo’s homescreen, including QR codes to make ads shoppable and tiles for branded content. Walmart is using the format for a back-to-school advertising campaign.
• “Traditional 15- and 30-second ad spots have long been staples in TV advertising, but CTV has made it possible to expand standard TV ad formats to command more attention and engagement,” Fubo senior vice president of global ad sales Dina Roman said in a statement.