SAN JUAN, Puerto Rico – The new arsenal of TV and video ad targeting tools is allowing ad buyers to precisely refine their media plans for the proliferating world of connected TV (CTV).

But effectiveness doesn’t just come from shovelling the same old 30-second commercials into targeted environments.

In this video interview with Beet.TV at Beet Retreat San Juan, Jessica Hogue, GM, measurement and industries, Innovid, says it is important ad buyers and their agencies understand the new creative potential.

Reassemble ads

“Creative is so fundamental,” Hogue says.

“On the buy side where we’re talking to marketers and agencies all day long, there’s a huge investment not only in where they place to their media but (also) the amount of dollars that are going into creating the asset that is then the vehicle for them to communicate with the consumer.

“It’s not a one-size-fits-all job anymore. It used to be that we’d have a 30-second spot or 60 or whatever, and then you could just put that in a bunch of other places.

“The really progressive marketers are saying, ‘You know what? We might be able to take elements of that but then decompose them, reassemble them for a different environment’.”

TVSquared closes the circle

Innovid is an ad delivery and measurement platform for connected TV, working in the area around 15 years.

In December, with the CTV industry waves crashing ashore, it is went public. Then it soon acquired TVSquared for $160 million – a company Hogue describes as a “natural partner”.

TVSquared’s ADvantage platform providesinsight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.

Its Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.

TVSquared Sells To Innovid For $160M, Kinsella to Lead Measurement

Creative possibilities

But Hogue says it is ad creative, combined with those capabilities, that can really make efficacy sing.

“There are all these other things that you can do (as an advertiser), she says. “Once you’ve exposed a consumer, a household a certain number of times, really where marketers want to go is…

  • ‘What’s the next best thing I can share with them?’
  • ‘Can I get them to feel differently?’
  • ‘Can I say something differently that helps them move on the consumer journey?’

“So I think creative is really just the conduit for really helping the marketing community understand the consumer journey, help facilitate it.

You are watching coverage from Beet Retreat San Juan 2022, presented by AppScience, Infillion, MadHive, SpringServe, Univision & VideoAmp. For more videos, please visit this page.