MIAMI — Slowly but surely, TV advertising has arrived on the internet. But now it needs to start functioning more like TV advertising again.
In this video interview with Beet.TV, one of the leading platforms helping brands deliver ads to over-the-top TV platforms says the potential is huge – but OTT ads are a different beast.
Innovid CTO Tal Chalozin broke out three main factors that are different:
- “Right now OTT is a very premium type of a market. There’s no fraud, there’s no viability. It’s 100% brand safe. You can’t really multitask, you’re on the big screen.”
- “A lot of success-based KPI, like click-through rate or completion rate does not really apply. You can’t really click on your connected TV. The completion rate is so high that it’s not the right way.”
- “Some marketers the last couple of years spent a lot of money in building a DMP, and attribution capabilities and different ways that the marketing organizations or agencies can be smarter. A lot of those things does not really translate in an easy way into the TV world. The TV world is very much of a household delivery vehicle and not an individual messaging vehicle, which means that a lot of technologies that are based on login or based on cookies or device ID do not really translate well into the OTT space.”
OTT is rising. At Innovid specifically, the company has seen the proportion of ads it delivers to OTT grow from 5% of the total to 20% of the total.
And the outfit has teamed up with Fox Networks-owned TrueX, the company which helps channels reduce ad load when viewers engage in an ad-based value exchange.
“We’ve been exploring that in the last couple of months, and we just announced it out of beta about a month ago,” Chalozin confirmed. “We’ve tested it with a lot of different marketers in many verticals across many different shows, and we’ve seen amazing results.
When you give people the opportunity to step up and use their remote to actually choose, they choose – they engage, they spend the time, and we’ve seen amazing results and repeated marketers into that environment.”
This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.