VIEQUES, Puerto Rico — Innovid, leader in interactive online video advertising, has just released their 2012 Q4 Benchmark review, providing insight into the effectiveness of interactive video advertising. The company’s co-founder and CTO, Tal Chalozin, shared some of the key findings of Innovid’s benchmark at the Beet Retreat 2013 in Vieques, Puerto Rico.
Chalozin explains that, “Advertisers that are taking advantage of interactive video are getting bigger bang for their buck.” To back this up, he told us that with interactive ads, on average, advertisers paid for 30 seconds of ad time but received an extra 21 seconds thanks to viewers engaging and interacting with that 30-second ad. He points out, “those extra 21 seconds were seconds that the user chose to see—nothing was forced. This is complete earned media.”
Innovid also found that interactivity leads to higher levels of viewer awareness, as measured by mouse movements over the video area. Chalozin says, “Regular pre-roll static video delivers, on average, about 17 percent awareness.” When interactivity is introduced, the level of awareness rises to 45 percent.
In addition to the company’s Q4 benchmark, Chalozin also revealed that in the future Innovid will be expanding from online, mobile and tablet advertising and “stepping into television as well, [including] connected TVs, gaming consoles and even full-fledged television.”