New Video Platform Aims to Engage 'Unreachable' Consumers

Innovid's new platform offers increased transparency and performance across VAST (Video Ad Serving Template) inventory for in-app mobile, enabling marketers to measure and engage in-app audiences on a much larger scale than previously possible.

Merchant marketers are always trying to reach potential customers in specific demographics. We know all about the baby boomers, generations X, Y and Z, and so on.

But how about that demographic consisting of so-called “unreachable” consumers?

This would take into account a growing set of consumers who have little or no interest in conventional media, such as newspapers, magazines, commercial television and radio.  These are the people (mostly millennials 18-34 and younger) who rely on their phone as a primary connected device, get most of their news via notifications, and select entertainment (television, radio, music, sports, podcasts) on an on-demand basis.

Innovid, a new-gen video marketing platform provider, believes it may have an answer for better reaching the millennials, who are now the largest segment in the U.S. at an estimated 80 million. The New York City-based company on Jan. 29 introduced a new solution along with partnerships to help brands reach, measure and engage the elusive “mobile first” audiences. These new solutions include improvements to measurement that will improve mobile in-app video viewability and that will provide support for more personalization and interactivity in video.

Engaging with Online Consumers a Much Larger Scale

Innovid, along with leading SDK (software development kit) providers Fyber, InMobi and MoPub–and working in tandem with verification providers—are offering increased transparency and performance across VAST (Video Ad Serving Template) inventory for in-app mobile, enabling marketers to measure and engage in-app audiences on a much larger scale than previously possible.

Research has shown that video is now most often viewed on mobile devices. eMarketer has predicted that 77 percent of all video spend will be executed programmatically in 2019, and that nearly 80 percent of programmatic ad spend will go to mobile rather than desktop.  ­­

Agencies and advertisers are increasingly aware that large sections of their customers–particularly millennials–are unreachable via traditional channels and use a smartphone or tablet as their primary viewing device.  Innovid and its partners said they are supporting all major viewability vendors in VAST inventory, now the most widely available inventory type for mobile in-app video delivery.   

Prior to the Jan. 29 release, the VAST inventory of video was not able to support viewability measurement, interactive and dynamic components. Innovid is now launching VAST tags that are compatible with the leading viewability providers in market, as well as with the Open SDK initiative, which is expected to be released in this year.

2018 an 'Inflection Point' in Video Marketing

“2018 is an inflection point for mobile video; advertisers are aware they cannot effectively reach certain audiences without being in-app, but up to this point, the lack of measurement and engaging formats has been a roadblock,” Innovid Vice-President of Solutions and Partnerships Michael Tuminello said in a media advisory. “The rollout of standardized in-app viewability, and now the availability of a standardized format for delivering engaging messages alongside mobile video, should help to close the gap between brands and audiences in the programmatic mobile video space, which, according to current trends, will make up the majority of the video market worldwide.

"We are partnering with some of the largest and most innovative mobile advertising companies to kick start what we hope will be an industry-wide effort to support transparency and engagement at scale for mobile video.”

The new solutions to elevate the impact of in-app mobile video and offer increased interactivity, engagement and measurement are all available immediately, the company said.

Other prominent video marketing platform providers include Vimeo, Google YouTube, IBM Watson, Adobe, Vidyard, Brightcove, Kaltura, thePlatform and several others.

For more information, go here.

Chris Preimesberger

Chris J. Preimesberger

Chris J. Preimesberger is Editor-in-Chief of eWEEK and responsible for all the publication's coverage. In his 15 years and more than 4,000 articles at eWEEK, he has distinguished himself in reporting...