LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help to optimize the use of those formats.

Starcom MediaVest has worked with tech providers like Innovid to develop interactive video formats that viewers are responding to. The ideal way to weave interactive ads and programmatic  together is to serve different types of interactivity based on what advertisers know of the audience, he says. “We can record and measure and optimize interactive formats, which works well in combination with programmatic videos, particular with our trading desk…If we are truly going to evolve the reach argument we need to take full advantage of the lean-forward medium and engagement we can drive through it and take advantage of the response and conversion potential of those channels as well.”

We spoke with Freyett  for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.  Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.

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