IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience
IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world. Innovid, a video marketing platform for advertisers to create, deliver, and measure video experiences on different devices, entered the expanded partnership with the global media holding arm of Interpublic Group that is home to several leading full-service agencies including UM, Initiative, MAGNA, Ansible, IPG Media Lab and Cadreon. The announcement was made at digital marketing conference dmexco 2016.
Dynamic Messaging Key to All Brands' Marketing
With the viewer experience in mind, Innovid has developed interactive TV-to-mobile (TV2M) technology that allows the viewer to input a mobile phone number with a remote control to receive extra content from the connected TV ad, such as a digital coupon or website address, via text or SMS.
"Dynamic messaging is expected and a must in all aspects of a brand’s marketing,” said Tal Chalozin, cofounder and CTO at Innovid.
Chalozin also highlighted that while interactive TV is nothing new, these types of products break down obstacles to increasing sosonalization and engagement at scale, emphasizing that “this is also the first time ever that any brand can cater stories to specific individuals with video.”
A New Approach to Video Advertising
The collaboration enables IPG Mediabrands’ clients to reach and engage audiences across multiple living room devices, and introduces technological innovations such as optimized UIs and TV-to-mobile integrations that fuel engagement, as well as unified analytics to deliver insight and analytics useful for developing and improving connected TV video ad campaigns.
“As audiences become more segmented across so many different devices, brands are thinking about ways to amplify messaging for greater reach and optimal engagement,” said Chad Stoller, EVP of global innovation at IPG Mediabrands. “Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation, and we believe this shift will drive meaningful engagement.” IPG Mediabrands and Innovid also share clients, which makes the partnership a natural fit.
Maximizing Relevancy and Increasing Engagement for Hispanic Targeting Efforts
In terms of targeting the Hispanic community, Chalozin explained that the partnership helps marketers better target and engage this demographic through its ability to identify whether or not a user has visited a Spanish-language website like Univision or ESPN Deportes, information that can be used to "personalize the messaging and change the language of a video ad to Spanish, thereby making the content more relevant to the end viewer.”
Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation.
Chalozin added that this new technology will be available to all of Innovid’s other clients and partners: “As we continue to innovate around connected TV with IPG Mediabrands, we will roll out even more products and capabilities for living room devices in the future.”
Tapping Third-Party Content Providers, Leveraging Geo-Location
Chalozin also confirmed that Innovid is working with retail brands like Lowe’s and Best Buy to “tap into third-party content providers and leverage geo-location data to dynamically serve personalized messages based on the offers available in the viewer’s geographic location.” The products also allow them to look at intent data and insert products into a video ad that the viewer may have left in a shopping cart.
“As television shifts to digital, viewers consuming video content on other devices should get the same seamless experience that they’ve come to know and love from television. At the same time, marketers need better solutions to reach viewers across screens and extract measurements while fostering true viewer engagement,” said Chalozin. “We’re excited to embark on this journey with IPG Mediabrands to focus more than ever before on the end viewer and continue to help every brand ‘build once and deliver everywhere.’”