IPG Mediabrands and Innovid Develop New Products to Improve Viewer Experiences Across OTT Devices
OREANDA-NEWS. Innovid, the world's leading video marketing platform for advertisers to create, deliver, optimize, and measure video experiences on any device, today announced an expanded partnership with IPG Mediabrands, the global media holding arm of Interpublic Group (NYSE: IPG). Launching at dmexco 2016, the world's leading digital marketing conference, the partnership includes the development of new products to manage IPG Mediabrands' global over-the-top (OTT) advanced video delivery and that enhance the end viewer experience.
The unique collaboration enables IPG Mediabrands' clients to reach audiences at scale across multiple living room devices with technological innovations such as optimized UIs and TV-to-mobile integrations for more engagement, as well as unified analytics to measure and improve connected TV video ad campaigns. Innovid will showcase its video marketing solution and analytics capabilities as part of the "Partner Pavilion" inside IPG Mediabrands' dmexco booth in Cologne, Germany, located in Hall 7, Stand C049-D048.
"As audiences become more segmented across so many different devices, brands are thinking about ways to amplify messaging for greater reach and optimal engagement," said Chad Stoller, EVP of global innovation at IPG Mediabrands. "Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer -- rather than the consumer -- as the most significant part of the equation, and we believe this shift will drive meaningful engagement."
To help improve the viewer experience and drive engagement, Innovid has developed interactive TV-to-mobile (TV2M) technology that allows the viewer to input a mobile phone number with a remote control to receive extra content from the connected TV ad, such as a digital coupon or website address, via text or SMS.
Several of IPG Mediabrands' clients are also enterprise clients of Innovid's video marketing platform, many of which are also utilizing Innovid's dynamic, personalized, and interactive capabilities to maximize ad relevancy, drive engagement, and increase the amount of time viewers spend with the brand.
"As television shifts to digital, viewers consuming video content on other devices should get the same seamless experience that they've come to know and love from television. At the same time, marketers need better solutions to reach viewers across screens and extract measurements while fostering true viewer engagement," said Tal Chalozin, co-founder and CTO at Innovid. "We're excited to embark on this journey with IPG Mediabrands to focus more than ever before on the end viewer and continue to help every brand 'build once and deliver everywhere.'"
Founded in 2007 by Interpublic Group, IPG Mediabrands is home to several leading full-service agencies including UM, Initiative, MAGNA, Ansible, IPG Media Lab and Cadreon. IPG Mediabrands chose to partner with Innovid for its ability to deliver and measure advanced creative video experiences to over 25 connected TV devices including OTT enabled boxes, smart TVs, gaming consoles, and Blu-ray streaming players, and over 1,000 different TV and video apps.
Innovid is the world's leading video marketing platform, empowering advertisers to create, deliver, optimize and measure the most innovative video experiences on any device and media outlet. Providing a holistic, cross-device, data-driven solution to meet the demands of audience fragmentation and personalize the customer journey, Innovid's patented, best-in-market technology and advanced measurement capabilities allow marketers to thrive in an ever-changing digital television landscape and engage viewers at scale via immersive, interactive storytelling. Innovid powers cross-channel video marketing efforts for some of the largest brands in over 28 countries including Bank of America, Best Buy, Citi, Comcast, Kraft, L'Or?al, Microsoft, P&G, Walmart, Samsung, Sprint, and Toyota.
About IPG Mediabrands
IPG Mediabrands was founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today, we manage over $37 billion in marketing investment on behalf of our clients, employing over 8,500 marketing communication specialists in more than 130 countries.
IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. Our speed, agility and data smarts ensure we continue to create growth for many of the world's biggest brands. IPG Mediabrands' network of agencies includes UM, Initiative, BPN and Orion Holdings as well specialty business units including Magna, Cadreon, Ansible, Society, Reprise, Rapport and the IPG Media Lab.