Accompanying Chatelain in the discussion was Oren Harnevo, the CEO of video marketing technology provider Eyeview, which sponsored the event and has been working with West Elm as it builds out its myriad video offerings.

Noting that West Elm is a successful brand that does no TV advertising, “which is pretty groundbreaking for a brand to be growing so well,” Harnevo talked about the opportunities in personalizing video based on data insights. “They have a lot of different types of consumers and they have a lot of data behind it,” said Harnevo. “They believe in video and they want to tell people about their craftsman work and how they create what they’re selling.”

To Chatelain, it’s not only about selling product but projecting the ethos of the West Elm brand and “help evoke those emotions that really help to drive people to the store and actually help them complete the purchase.”

Asked about video retargeting by moderator Rebecca Lieb, who is an Advisory Board Member at Netswitch Technology Management Inc., Harnevo drew a distinction between traditional display ad retargeting. “In this example, it’s a lot more about just finding consumers that are known consumers to the brand. Most of the ad was still about elevating the West Elm brand,” Harnevo observed. “It’s very different to what we know in display, while still maintaining a super high ROI, which we’re very happy about.”

When the subject turned to the complexities of personalizing video creative for different audiences, Harnevo said it can be really hard given the current ecosystem and value chain. This is because there often is a creative agency “that thinks of a TV brief and then a media agency that executes on specific media metrics” and perhaps a third entity tasked with measurement—all three of which might be located in different countries. “It’s difficult to get to an iterative process,” said Harnevo.

Eyeview’s solution was to take much of the value chain in house, with its own creative shop that works with marketers’ creative agencies. “Data goes from creative to media, and media communicates with creative” because they’re sitting close by each other. “I think the value chain really needs to change to support personalization and I think it’s a great opportunity for us.”

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

“We’re trying to get brands, agencies and the ecosystem to move away from all this arbitrary proxy metrics of clicks and completions and demo targeting,” says Oren Harnevo.

It’s as basic as “Did I help to sell more cars off the lot, did I sell more product, did I win more market share?”

Eyeview’s solution centers on its VideoIQ® programmatic video platform. The company doesn’t actually measure results of video campaigns but uses third-party vendors like Nielsen Catalina, J.D. Power and Cardlytics.

“We make sure every campaign we run for our brands has third-party measurement on it,” Harnevo says in this interview during the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. “We think that’s where the industry is going to get.”

Optimizing toward third-party measurement cures many ills. “Suddenly, you buy media better,” says Harnevo. “Suddenly it’s viewable because you know what, if it’s not viewable it’s not going to sell. You see less fraud. You create more advanced story telling.”

Just as consumers watching video don’t make distinctions about which screen they happen to be using, neither does Eyeview. It’s looking to target specific people and bring them the most personalized stories possible.

Eyeview sees its mainstays as desktop and mobile, but addressable television “is growing really fast,” Harnevo says. “That’s a growing part of our business.” Social media also is on an upswing “and is only going to grow more,” he adds.

Eyeview currently works on Facebook, Instagram, Twitter and soon Snapchat and other platforms.

Harnevo stresses the distinction between a company that buys media, which it does not, and one that buys audiences. Eyeview’s in-house designers, visual effects and animation specialists produce and edit broadcast-quality video ads tailored to specific business goals.

“We’ve found that it’s really important to be able to be that creative storyteller and the people who actually decide which audience to buy,” Harnevo says.

To learn more about Eyeview’s approach to using data, audience, media and creative work in tandem to drive measurable results across video and digital media, visit this page.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something.

“A lot of the video campaigns you see out there are optimizing toward hitting a demo, or targeting a DMA, or making sure the videos are completed, or they’re viewable and a lot of intermediate metrics like recall,” Harnevo says in an interview with Beet.TV at CES 2017.

Eyeview’s VideoIQ platform infuses consumer, brand and retail data into a decisioning engine to programmatically deliver one-to-one personalized video. One of the company’s recent case studies details a $7.83 return for every $1 in ad spend for TriHonda—representing dealers in Connecticut, New Jersey and New York.

“What’s special about focusing on outcome is that it kind of cures a lot of the ills and worries of the industry right now,” says Harnevo.

He cites “crazy, unprecedented” hacking attacks and “almost about $5 million fraud a day with video ads, and that gets advertisers very frightened and it should be.”

He says focusing on sales rises above such concerns because Eyeview is buying real people. “You can’t fraud a sale,” says Harnevo. “You can fraud a completion. You can fraud a viewable demo but you can’t fraud a store sale.”

Eyeview uses data partners that vary by business category, including marketers’ first-party CRM data, Nielsen Catalina and others in consumer packaged-goods, Cardlytics and MasterCard in financial services and, as in the case of TriHonda vehicles, J.D. Power and Associates.

“It’s really closing the loop from the view of a real person all the way to the end to see if they actually bought,” is how Harnevo describes the process.

Screens are becoming less important, according to Harnevo. “We need to make sure that we can find this individual again or find any person again. It doesn’t matter where he’s at,” he adds. “For us it’s television, Facebook, mobile.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

Qumra Capital is a new investor addition to the line-up. Eyeview says it will use the funding to further invest in its sales, marketing, and engineering efforts.

Eyeview CEO Oren Harnevo tells Beet.TV the company provides “outcome-based video marketing”.

“We commit to sales returns for our advertisers,” he says. “We provide return on ad spend. They see how their dollar worked.”

Specifically, it does that by slicing video ads in to many different possible combinations of scenes, targeted for individual viewers.

“We take original creative and create hundreds of thousands of different videos about the different types of toothpaste, about the different stores you can buy them on,” Harnevo adds. “We’ll match down to the individual level with the right video ad.”

This video part of “Beyond the Pre-Roll: the Transformation of Video Advertising,” a series produced at Cannes Lion 2016, sponsored by ConvertMedia.  For more videos from the series, please visit this page.

Asked if the current wave of new advertising technology just amounted to introducing a set of new acronyms whilst not intrinsically changing the business, Bank Of America media SVP Lou Paskalis replied he “violently disagreed”.

“It is a massive paradigm shift … that allows us to use advertising inventory for a much larger sweep of use cases,” he says. “I’m going to take a CRM mindset and modality in to paid channels.”

Today, there are an estimated 43 million US homes that can receive such adverts, and the prospect got a short in the arm from last week’s partnership between GroupM addressable unit Modi Media and Cablevision. But Paskalis sounded a warning.

“The creative people are still marching to different music. They’re making 30-second stories, little ad-like objects – but they don’t understand what the targeting modalities allow us to do now. I don’t know how that works. We have to march them back in to this.”

Eyeview CEO Oren Harnevo agreed, saying: “The creative is completely separate. They made 30 seconds two months ago and that’s it.” That’s where Eyeview comes in. “We’ll make hundreds of thousands of different video ads, and then we’ll provide the different video ad for a person who likes this type of food,” Harnevo said.

In the panel, Modi Media targeted television director Joanna Thissen said most first-wave advertisers used the technology for “bottom-of-the-funnel” ads, those which can achieve sales return – but a coming second wave will be “moving up-funnel”.

Meanwhile, Comcast Media 360 VP Andrew Ward explained offering addressable TV ads gives Comcast access to customers that had never bought spot TV ads.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by Furious Corp CEO Ashley J. Swartz.

You can find more videos from the Beet Retreat on this page.

“The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview CEO Oren Harnevo, whose company helps deliver addressable-TV ads. “It hasn’t really started to scale. This year is a very big opportunity for brands to put more money in.”

“MSOs and MVPs have done a really good job in terms of opening up their data. Digital has been growing so fast and has been so accurate. When they open up, agencies, marketers and the vendor community start to take it in. Now there’s a wave of this starting to happen.”

Eyeview this month placed at nine in Deloitte’s Fast 500, an index of annual growth in technology, media, telecommunications, life sciences and energy tech companies in North America.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

That is the same trend being seen by Eyeview, whose technology lets advertisers personalize video creative for individual viewers, as it builds up its demand-side platform to enable programmatic buying of its wares.

“The industry is going more and more towards transparency,” says CEO Oren Harnevo. “Agencies and brands are thinking about, ‘what is their tech stack?’ and (to) do it themselves.

“More brands are taking platforms internally or having their agency manage it. But they are choosing the platform for them.

“Our (customer) verticals are very sales-orientated. When they find something that works, they like to take it in-house… get their hands on the tools.”

Eyeview has launched its DSP on its VideoIQ platform, which includes metrics like viewability and return-on-investment.

CEO Oren Harveno tells Beet.TV the company is  working with Cablevision and DISH to deliver ads to so-called “addressable” TVs, at the individual household level, plus with Clypd and WideOrbit, two programmatic video ad tech vendors to enable programmatic TV buying.

“We can use the data we know from the cookie of an individual that visited a site or a data of someone who usually buys DIY products at a retailer…we can buy that individual household on TV and also serve them an ad that makes sense for them on TV,” Harnevo says.

“Marketers all know that they have waste. They’re very excited about getting more effective on television. They’re very interested to see if we can activate all the strategies they’ve been doing in digital on TV.”

While television has been a kind of black box in terms of available insights into how a campaign has actually performed, “now digital closes the loop,” observes Oren Harnevo, CEO of Eyeview, a video ad platform, in an interview with Beet.TV.

Harnevo says Eyeview, founded in 2007, has been able to deliver 600% ROI for one retail customer (meaning the amount of in-store sales generated by the video campaign was six times greater than the amount invested to develop and distribute the ads.) For CPG and travel brands, he says Eyeview has delivered 300% ROI.

“Everything starts with data,” Harnevo says, and Eyeview can create hundreds or even thousands of different permutations of an ad for different audiences, personalized based on factors like their location, shopping habits and browsing history. Then, working with a third-party provider of shopping or purchase data like Catalina or MasterCard, it can convert those cookies and tie them back to actual sales.

Eyeview works with brands to customize existing video creative or create something from scratch. The personalization focuses largely on audiences’ prior knowledge of and affinity for the brand.

“If we know someone has visited a site and looked to buy a specific shoe, a five-second ad on Facebook just telling him about the shoe again is going to be amazingly relevant, whereas if someone doesn’t know the brand, a 30-second ad would work better,” Harnevo says.

More on the raise and other developments reported here on Re/code by Peter Kafka.

Last month, we spoke with CEO Oren Harvevo about the company’s technology and growth strategy.   We are republishing that video today.

This video was part of a series produced by Beet.TV and sponsored by Eyeview.

Harnevo calls it “programmatic creative,” delivering a sort mash-up existing and new campaigns which are targeted with rich data, powered by the company’s DSP.

Beet’s Ashley J. Swartz interviewed Harnevo at the company’s industry event held in Manhattan last week.

More on Eyeview in this recent Q&A with Harnevo in AdExchanger.

For more videos from this page, please visit this page.

Disclosure:  This is one of a series of interviews we produced at the event as part of sponsorship arrangement with Eyeview.

The company researched ads that were personalized, including by factors such as location, and found that the closer a user lived to an auto dealer when an ad was served the more likely the user was to visit the brand’s web site in the next month. Success of such targeting varies by brand. eMarketer has found that CPG ads targeted to users based on location to a store did best at a middle distance, but declined when the user was in the store.

Eyeview works closely with brands and media buyers on optimization of ads. “We take TV ads and in digital video we create hundreds of ads for different types of people. Women might be more interested in the safety of the car than the speed of the engine. We find those micro-segments across the industry,” he says, adding that Eyeview’s technology works hand in hand with automation and the move towards programmatic buying. “We can do creative optimization as we have more data,” he says.

For more insight into personalization of videos ads, check out this video interview.

The New York-based company’s technology lets advertisers customize text and graphic assets in the same video ads seen by different users, based on unique targeting characteristics – like this one for Land Rover.

“Telling a different brand story to different types of audiences works,” Harnevo tells Beet.TV. “Saying something different to a different user really resonates.”

“What (advertisers) have been doing in search and display for many years, in video, is a big deal.”

Next up for 2014, Harnevo plans to leverage Facebook data to target those ads.

We spoke with him at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.

The New York- and Tel Aviv-based ad tech firm, which took an $8.1 million third funding round this summer, draws on many data sources to create personalized ads for agencies.

“They always come with this one creative, if at all,” CEO Oren Harnevo tells Beet.TV in this video interview. “Once we know the different people they’re aiming for, we’re able to take their one creative or create, from scratch, literally hundreds of thousands of different creatives to fit every different type of person. On average, we do about 50,000 ads per campaign.”

Eyeview uses location, weather, time, social, demographic and other data to generate its profiles. Then it plugs in to multiple ad exchanges, demand-side platforms and premium publishers to place the ads.

This year’s progress has been all about building team and building market awareness of the benefits of personalization. Eyeview added offices in LA, Chicago and Detroit.

But Harnevo, who last spoke with Beet.TV a couple of years ago, says: “Mobile and global will be the biggest places we can grow (in 2014). Video is still at a very early stage.”