VIEQUES, PR — In the traditional marketing funnel, TV and video ads were commonly used to spark only initial consumer awareness of a brand. But video ads are gaining new powers, and targeting was just the start.
Now new technologies claim to be able to follow the actions of video ad viewers all the way through to product purchase, and so to offer advertisers guaranteed sales outcomes.
Eyeview is one of the players, and it is now also working through Facebook to bring the capability to the social network.
“We’re starting to drive sales and results from Facebook – we drive different creative and messaging from the platform,” Eyeview TV SVP and GM Boaz Cohen tells Beet.TV in this video interview.
“Facebook is very aligned with that message. Facebook is talking about driving sales, people going in to stores and taking actions. We are one of the players working with them on driving sales from video.”
Eyeview’s heritage is in helping advertisers assemble viewer-personalized video ads from individual fragments of creative, making for tens of thousands of ad permutations.
But the New York-headquartered outfit, which last year raised another $21.5m in funding, has also been adding capabilities to tie video viewing to specific consequential consumer sales.
It is a linkage that Facebook may appreciate for helping make it a more attractive advertising destination, and which Eyeview is also taking to connected TV platforms.
“Give us $100k to run your video advertising campaign and we will deliver you $300k in sales, measured by a third-party measurement company, somebody that you trust,” Cohen adds.
“We look at how video drives impact and sales and results. We look at online sales, offline sales and focus on how to use video campaigns to drive those campaigns.”