SAN JUAN, PR — With so many interconnecting points and possibilities in the new world of advanced TV ad targeting, ad buyers are getting confused about who is who, what is what, and how effective it is.
That is the view of one technology leader who thinks simplicity needs to be restored.
In this video interview with Beet.TV, Tal Chalozin, CTO and co-founder of Innovid, describes connected TV as at “the nexus of everything amazing with digital”.
“It’s accountable, it’s one-to-one targeting,” he says. “You can measure every single impression, you can make decisions in realtime, and everything amazing with television. It’s on a big screen, it’s non-skippable, there are multiple eyeballs in front of that. It’s as premium as it can get by virtue of the device and the placements, and Connected Television really combined the two of them.”
But Chalozin also sees problems.
“But there’s very, very little knowledge,” he worries. “When we go and talk to, all the way up to CMOs or agency executives or senior buyers, there is very little knowledge about how many households do they actually reach, what’s the duplication or the contribution of connected television on top of linear reach, what’s the extra reach, and if I have a big buy with 15 different apps or networks, what is the real duplication between them?
“For example, there’s many sellers into Hulu. Hulu sells it themselves. The different networks, NBC or Disney, can sell into Hulu. Some of the media is bought programmatically in a private marketplace, some of it is bought on an IO or an upfront, and the same goes for other different apps on those connected TV. You need a centralised system that is not owned by anyone of the buy side, or the sell side systems, or the sell side media companies, that will tell you the overview of what actually happened.”
In 2018, Innovid gained accreditation from the Media Ratings Council (MRC) for video ad measurement in a connected TV environment, which it says makes it the first vendor to have gained the designation. That means customers should be able to trust that the figures Innovid gives them on ad views should be reliable.
The company launched OTT Composer, a software suite that lets brands, agencies and publishers design creatives for connected TV on a self-serve basis.
Chalozin was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.