But, whilst CTV purports to enhance reach and control the frequency of ad exposure, what is the reality?

That is the question CTV ad software supplier Innovid set out to answer when it undertook research into the area, conducted with the Association of National Advertisers (ANA).

Research highlights

The resulting output, a report called Decoding CTV Measurement, tells the story.

Introducing "Decoding CTV Measurement" In partnership w/ @ANAmarketers, we conducted an unprecedented study across 20 leading advertisers to uncover the truth behind reach, frequency, and ROI. Here's what we found: https://t.co/ItOgGgVW9g pic.twitter.com/CWiAXY1K4J

— Innovid (@innovid) July 20, 2021

In this video interview with Beet.TV, Innovid co-founder Tal Chalozin summarises the results from a study that heard from 20 brands with a total of $35 million in spending.

“We wanted to go out to the market and learn, what is the optimal reach and frequency?,” Chalozin says. “And even more than that is that, ‘when you buy media right now, what are you actually getting?’ ‘What’s the real duplication in the market right now?'”

According to the study:

• “Across our study, the average campaign reached only 13% of the available U.S. CTV households, indicating that we’re only scratching the surface of unique reach.”
• “Average frequency was just 4.6 across all campaigns. While high levels of frequency can exist in pockets, frequency is not universally high in CTV.”
• “The average eCPM of the campaigns in our study was $23, which sits between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively, according to eMarketer).”

Avoid overlap

Chalozin opened up on other findings.

“When you buy media from multiple media companies, we’ve seen that the average overlap between two media companies is 33%,” he says.

So, what’s the takeaway?

“Yes, people are tuning into streaming, cutting the cord, it’s definitely a tremendous transition,” Chalozin notes. “However, with the help of technology, you can do a much better job on making your money work harder.”

But what if those agencies wanted to buy or change their campaigns during the competition?

NBC has partnered with video ad-tech firm Innovid to ensure that ads delivered through NBC’s digital streaming platforms can be tweaked in real-time, rather than in weeks.

Enabling third-party ad serving

In this video interview with Beet.TV, Innovid co-founder Tal Chalozin explains why this move represents a change for the way US Olympics TV rightsholder NBC has always done things.

“The advertiser needed to send a file via email and wait for confirmation in email and a lot of massively manual process, which created massive delays,” he says.

“Changing creatives in real-time, as the campaign goes, was close to impossible, let alone any advanced capabilities like rotation.

“From an ad-tech standpoint, there was no third-party ad serving into the Olympics.

“Now, for the first time ever … we will have actual third-party ad serving using an open standard like VAST available within the Olympics.”

In theory, that means advertisers could change the creative in their pre-purchased slots to reflect the performance of Team USA athletes, for example.

If you watch any streamed content during the #Olympics2021, the ads you see were served by @innovid across all digital/mobile/CTV platforms https://t.co/cK3xdQYiGk

— Rich Greenfield, LightShed (@RichLightShed) July 15, 2021

The everywhere Olympics

Chalozin says the tech hook-up is available across everywhere NBC is streaming Olympics, including NBC Sports, Peacock, syndication sources like Twitch.

Innovid customers get the NBC inventory out of the box, and there is a new self-service ad-buying portal ad OlympicsAdManager.com.

With this year’s Olympics held in Japan, for US viewers, many events will be happening in the early hours of the morning or otherwise the day-time.

Olympics’ CTV year

Since viewers mostly flock to live sport drama, that poses a challenge to NBC. Of course, it’s a challenge that the broadcaster – the IOC’s long-running US broadcaster – regularly has to contend with, as the Olympics routinely relocates to different continents.

But this year represents something different – a year when on-demand viewing via connected TV (CTV) services could help non-live viewership to swell.

In Olympic years gone by, on-demand viewing was largely confined to desktop and mobile services. But consumers’ CTV behavior has exploded in the years since the last games in Rio in 2016.

If NBC can attract viewers to its Olympics CTV content, it will also want to take advantage of the medium’s advertising advantages in order to realize the best commercial opportunity from it.

But the move also represents  big mindset shift for broadcasters, which have long treated such tentpole events as a big opportunity to secure ad commitments long in advance.

In a pre-Olympics pandemic year when advertisers’ business planning went haywire, there was value in becoming more responsive than that.

New global hire

"Dominic is a proven leader and his combination of strategic know-how and deep technical expertise of the advertising ecosystem makes him the ideal candidate to shepherd CTV growth across our markets." – @zvikanetter. Welcome to the team, Dominic! https://t.co/9uG5orDzXB pic.twitter.com/e1TgBr5WMc

— Innovid (@innovid) July 15, 2021

Innovid’s Olympics news also comes alongside another announcement – the appointment of Dominic Satur as VP of global brand partnerships.

Based in London, he will be responsible for expanding relationships with global brands and leading advertising transformation across channels.

Satur was previously with ad-tech company Flashtalking, which is due to be acquired by MediaOcean, for 10 years, most recently as VP of business development in Europe. He had helped that company build its European client base.

His role will involve counselling brands on how to take advantage of the new CTV opportunity.

That’s a problem for several reasons – but a new one has just come to light.

After speaking with NBCU, AdExchanger reported: “When Peacock first launched, it was forced to reject about 40% of the creative it got from advertisers because so many of the tags were faulty.”

That’s bad news for a new, ad-supported platform trying to monetize itself. So NBCU has called on video ad-tech vendor Innovid to improve the situation.

Overcoming rejection

Innovid is working to install software checks that put a stronger workflow around connected TV ad ingestion – forcing marketers and agencies to use the correct file types and other criteria.

In this video interview with Beet.TV, Tal Chalozin, CTO & Co-Founder of Innovid, explains the problem. He says reasons ads are rejected include:

• Files are of insufficient quality.
• Tracking pixels from vendors that are not allowed.
• Potential for user data leakage.
• The format of the ad is not the right format and it does not apply to every device.

“It creates a lot of delay and problems in the campaign,” Chalozin says. “We’re talking about eight out of every 20 ads … being rejected.

“Together with NBC and the Peacock team, we want to lift this number all the way to one out of 20.

“The creative agency will see all the different elements that NBC asked for all the way in (at) the second that they upload the creative – we’re essentially limiting the rejects that are down the line.”

NBCU And Innovid Collaborate On Ad Quality Controls For Peacock

Improving CTV quality

As quality is a crucial element of connected TV because viewers and advertisers demand a TV-like experience.

That is despite some of the creative served being the same that is sent to digital video channels.

“There is a big demand for higher quality because people see when the content is pixelated,” Chalozin says.

“We want every viewer that watch streaming to have the same feeling of beautiful television as it is on the traditional side.

“People expect that the television is a product that just works, it doesn’t buffer, there’s no black screen, the volume doesn’t fluctuate.”

Toward 2021

Chalozin says his company wants to invest in personalization and identity technology for connected TV.

CTV suffers from lack of good identifiers, despite its digital chops, meaning the promise of super-targeted delivery sometimes falls short.

Chalozin knows that “one-to-one tracking isn’t going to fly. And he wants to move to a world of lower-frequency advertising, interactivity and shoppable TV ads.

“When you have better, more pixels and a bigger canvas and a more beautiful screen to introduce more creative, then you can do things that get better results,” he adds.

That is the conclusion of one video and connected TV advertising technology company leader whose platform claims to have sight of 35% of the US streaming video ad market.

In this video interview with Beet.TV, Innovid co-founder Tal Chalozin says some brands’ ad strategies are recalibrating – but others are proving resilient.

Flight to agile

“We’re getting into the upfront (TV ad sales) time and what we hear all across the board is that this year probably will be a softer upfront market, for obvious reasons,” Chalozin says. “But, even more than that, many marketers understand the need for agility.

“Agility means (buying in the) spot market or scattered marketing, in television terms. But, in digital terms, frankly, it means programmatic. We believe that programmatic as a share of connected television will increase significantly.”

In other words, more marketers, facing unprecedented pressure, are going to be opportunistic about their ad buys.

The upfront ad sales season is when programmers tout their upcoming content slates to secure upfront ad buy commitments.

But securing advance bookings from brands in this environment could be more difficult than before, whilst many TV broadcasters are significantly discounting their ad rates in a bid to stop haemorrhaging under-pressure advertisers.

Performance stays solid

Love streaming?
Data obsessed?
Wonder about marketing under current climate?
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Tune in tomorrow (Tue) at 11a ET
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register here –> https://t.co/x5kE7AXpTh#streamingwars #CTV #futureoftv #Livestream pic.twitter.com/tLpuFeP8xn

— Tal Chalozin (@chalozin) April 7, 2020

But adaptability is not the whole story. Chalozin says another class of marketers is keeping money in the game.

“Marketers that have a strong KPI for their video campaign did not decrease their spend, which is a very fascinating thing,” he says. “Marketers that really focused on reach or focused on any upper funnel KPIs or maybe decided based on their balance sheet or consumer spending if they want to increase or not.

“But marketers that are heavy ‘cost-per’ advertisers – so, cost-per-app download, cost-per-delivery, cost-per-add-to-cart or things like that – looked at the situation right now in a much different way.”

Chalozin says, because consumption of digital video is rising, programmatic ad buyers have a voice of better ads available to them, effectively lowering their cost-per-action.

He says that experience will, in the future, cause more advertisers to move toward solid direct-response tactics.

End of the pause?

"We are largely on the other side of the ‘pause,’” IAB’s David Cohen [@mrdcohen] about ad spend trends during the pandemic via: @AdExchanger: https://t.co/3FbbdXEf2l Full report: https://t.co/5TGxrhqvZH

— IAB (@iab) April 30, 2020

In a follow-up survey of ad buyers, IAB observes a progressive easing of spending cutbacks from March to April amid the COVID-19 pandemic:

• More ad buyers are pausing ad spend.
• Digital media are seeing fewer buyers pausing or adjusting ad spend, yet still remain -29% off-plan.
• Traditional media including linear TV are seeing an acceleration in buyers adjusting their plans.
• Social media, paid search and digital audio are leading the “slight rebound” of digital channels, with digital video largely flat.
• 73% of buyers have either modified or developed new creative assets.

This video is part of a series titled Navigating Accelerated Change, presented by Transunion.  For more videos, please visit this page. 

Tal Chalozin has data he says proves it. Innovid, the video ad-tech serving supplier Chalozin co-founded, just released a product that lifts the curtain on all the trends being seen this month…

Just launched! Innovid iQ: A weekly snapshot of global video impressions by vertical, device and publisher type to help marketers tackle the changing advertising climate due to COVID-19. Check out the latest insights: https://t.co/nUp4PiXFyk #Adapt2020 #InnovidiQ #CTV pic.twitter.com/UwdYyqaRv7

— Innovid (@innovid) April 22, 2020

According to the platform, Innovid iQ, trends include:

• Some sectors’ video ad impressions are returning to February or March levels.
• Retail advertisers put the brakes on advertising, but have lately seen a massive jump in global video impressions, rebounding by 145% week-over-week in mid-April.
• Connected TV has replaced a portion of mobile video ad impressions.
• Automotive ad impressions have crashed, and auto brands continue to accelerate out of digital channels.

Chalozin estimates Innovid’s data covers 35% of the US streaming video ad market, which he says is the largest share. Innovid iQ data is culled from every campaign run across Innovid each week.

The only way is up

It’s not that the pandemic hasn’t been damaging, of course. We have recently reported how ad rates in the TV industry have been slashed, whilst many advertisers are actually pulling out of digital channels.

“We have seen a tempering of several verticals,” Chalozin tells Beet.TV, in this video interview. “However, there’s quite a lot of verticals that actually increase their spend,” he adds, noting telecoms and ecommerce companies have been spending more.

“The first two weeks of April, were the lowest point in the dip that we believe that we will see.

“We believe that, from this moment, we will go up.”

TV takes the hit

eMarketer has now revised-down its forecast for 2020 first-half US TV ad spend, from a 2% increase to a drop of between 22.3% and 29.3%.

Much of the drop will come from ads lost around sports programming, which cannot happen during the pandemic lockdown.

At least the latter half of the year includes a US presidential election, though broadcasters and publishers will hope that a postponement does not occur.

“Aside from the lost sporting events, we expect TV advertisers to take a wait-and-see approach as the economy continues to stall,” said eMarketer principal analyst Nicole Perrin.

Connected TV is unique

Adomik data shows connected TV CPMs have cratered recently, but actual revenue from connected TV ads has grown – the only platform out of mobile, desktop, tablet and connected TV to show revenue growth.

For Innovid’s Chalozin, all these shifts have real consequences for measuring the effectiveness of advertising.

“What we’ve seen is the connected television became the largest device category that people watch digital video in the United States,” he tells Beet.TV.

“That means that you really need to think about what’s the KPI, how do you measure success? Because people cannot click.”

At Beet Retreat San Juan 2020, a panel dubbed Investment and Innovation – Where Next? chewed over that topic:

• Tal Chalozin, CTO & Co-Founder, Innovid
• Michael Parkes, CRO, VideoAmp
• Philip Smolin, Chief Strategy Officer, Amobee

Chicken or egg?

Moderator Ashley J. Swartz, CEO of Furious Corp, kicked off by asking what was to blame for lack of forward momentum in advanced TV targeting.

“We don’t have technology problems, we don’t have ad problems, we don’t have media problems. We have business problems,” she said. “I think that’s the reality.

“We find ourselves at this point right now where the business problems have the signal to noise ratio. The business problems I think are louder than the technological problems.”

Innovid’s Chalozin said he sees a “chicken-and-egg” problem: “The tools have to exist before the buyers can actually execute against a holistic plan against linear and OTT.”

Agencies not on the same page

As if to illustrate the problem, Amobee’s Smolin described a recent discovery he was able to make for a brand client for which it has recently conducted cross-channel measurement.

“Seventy-three percent of their impressions within a single campaign were going to 12% of the household,” he said. “It’s shocking to look at. These are smart people and they’re working with good agencies.

“You have a national agency which has a siloed wall between TV investment and digital trading. You then have an ecosystem of tier-two agencies which are not using the same measurement as the tier-one agency. Many brands have higher-order efficiency issues that we’re already skipping over in these discussions.

“Based on what we’ve seen with other brands using tools and data available today that can probably drive about a 15% to 20% improvement in efficient use of their overall TV budget holistically.”

Is measurement to blame?

VideoAmp’s Parkes said, actually, technology is not yet advanced enough.

“There has been a organisational shift within the agencies, within the brands to be able to plan and execute against (new platforms),” he said. “But there is still a big shift that needs to happen on the technology side. I don’t think it’s anywhere near done in terms of the technology innovation that has to happen. Tools have to exist before the buyers can actually execute against a holistic plan against linear and OTT.”

However, Innovid’s Chalozin disagreed.

“I must say I don’t think that this is accurate to blame that and say that this is the reason for a problem,” he said. “(Fragmentation) is the current state of connected television. There’s many ways to buy content. This problem is not going to go away. No one owns the connected television world.”

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. 

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. 

The new solution marries OTT and linear TV occurrence and identity data from Roku’s 30.5 million active accounts as of June 30, with Innovid’s OTT ad serving footprint across over 75 million households. Matched together, the unique datasets are expected to provide marketers with new insights to better allocate advertising inventory bought from Roku and from other publishers without additional tagging or integrations.

For an overview of the new alliance, we spoke with Tal Chalozin, co-founder and CTO of Innovid.

We interviewed him during Advertising Week.

This video is part of a series of interviews conducted during Advertising Week New York, 2019.  This series is co-production of Beet.TV and Advertising Week.   The series is sponsored by Roundel, a Target company.  Please see more videos from Advertising Week right here. 

Then… not much. The internet boomed and video eventually graced connected screens. But interactive TV was still largely an unrealized dream.

Until lately, that is. Because contemporary consumption of TV through connected devices isn’t just about on-demand selections, it is now becoming about realizing the earliest dreams of the format.

“The idea of interactive television has been around for a very long time,” says Tal Chalozin, Innovid CTO, in this video interview with Beet.TV. “But what’s happened in the last year or so is that people… they put their credit card in a Roku or an AppleTV or something else.

“They’re used to discovery with voice, like with Siri or Alexa or other stuff. The type of viewer for television is totally different viewer than what it used to be with an older Comcast or type of a box.”

Chalozin’s Innovid is one of the companies making it happen.

During this year’s Super Bowl, interactive ads for Kellogg’s Pringles, powered by Innovid’s  OTT Composer technology, enabled viewers of the CBS Sports app on Apple TV.

They let viewers skip to alternative versions of the ad and use a QR code through an iPhone to purchase the products.

“We created the first-ever large national scale interactive and shoppable television ad for the Super Bowl, the largest televised event.

“A lot of the idea that used to be under-categorized under innovation and the cool things are reaching maturity mostly because viewers expect and play along with them.”

This video is part of the Beet.TV preview series titled “The Road to Cannes.”  The series is sponsored by 4INFO. Please visit this page for additional segments. 

But one stands head and shoulders above others, according to a boss from one tech company helping advertisers deliver in to the new channels.

“(There is) anything from smart TV, a Samsung or an LG smart TV with apps, or streaming devices like Apple TV or Roku or Amazon Fire or Chromecast,” says Innovid co-founder Tal Chalozing.

“What we see right now – just in terms of share, we see Roku as the largest device right now in terms of delivery of ads on a monthly basis.”

Park Associates’ sales data showed Roku was the leading installed OTT device in Q1 2017, though Amazon this January said its Fire TV Stick was beating Roku, without breaking out sales figures.

Earlier this year, Roku introduced Roku Ad Insights, a suite of four tools to measure the effectiveness of ads placed in its platform.

But Chalozin, whose company has been going a decade, says he can already see Roku doesn’t just have more users – it has the most engaged users.

“And also in terms of engagement, we see Roku is leading the charge in terms of catering to an audience that understands that this is not television in the way that television used to be, but television that you can create a two-way communication with,” he adds.

“People will pull in their Roku remote, understand that there is a call-to-action, interact, click on the remote, use left and right (buttons), even voice navigation in order to engage with a commercial.

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.

Such observations arise when people in key positions peer beyond what’s currently happening in the TV space, as was the case during a panel at the recent Beet Retreat Miami 2017 moderated by MediaLink Managing Director Matt Spiegel. Joining Spiegel were Tal Chalozin, CTO & Co-Founder of Innovid; Walt Horstman, SVP/GM Analytics & Advertising at TiVo; and James Shears, VP, Advertising at Sorenson Media.

“There will be a big emphasis on how do you actually tell a better story,” said Chalozin. “How do you respect user attention. This value exchange of allowing users to choose what experience they’re interested in.”

These elements won’t be optional. “All of those things will become table stakes and will be standard for every marketer on every platform,” Chalozin added.

Asked by Spiegel to outline the potential parameters of one-to-one interaction between viewers and what they are watching, Chalozin steered away from what a decade or so ago was standard thinking about so-called interactive TV.

“It won’t always be this I click on a sweater in order to buy that,” said Chalozin. “I don’t believe that people will actually transact on a television. You would save things for later. You would have some type of universal shopping cart and you can save it for later and it will be aggregated on your phone so you can check out.”

TiVo is headed down the road of advanced personalization to assist content discovery. In October of 2017, the company announced the availability of its VOX products, which facilitate entertainment-centric voice control and hyper-personalized viewing recommendations, Horstman explained.

“It’s all about natural language understanding,” he said. “Pick up the remote and say ‘what’s on TV tonight?’ And then based on your historic viewing and based on what we think you’re interested in based on a whole series of machine learning algorithms, we’ll make recommendations of what you should be watching.”

This gives rise to new ad products, including what Horstman termed “sponsored recommendations.” In addition, TiVo will offer sponsored videos. “You’ll be pulled into it as a consumer because we know enough about you through all of the analytics and all of the data that we’ve got. We’re not going to be doing interrupt-driven advertising. We’re going to pull them into an experience that they will get value out of.”

Meanwhile, Sorenson Media is out to create an entirely new ecosystem that does not rely on current infrastructure to provide live, addressable linear beginning in 2018. Its partnerships with TV manufacturers gives its automatic content recognition chip a front row seat to everything that happens behind the glass.

“The media player in the TV does actually take precedent over anything that’s happening, whether it’s through the MVPD or something else,” Shears said. “The bet really is about an ecosystem opportunity. It’s less about media sales and transactions. It’s actually about bringing people to the table to create an ecosystem that allows for a little more robust opportunity in addressable.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

In this video interview with Beet.TV, one of the leading platforms helping brands deliver ads to over-the-top TV platforms says the potential is huge – but OTT ads are a different beast.

Innovid CTO Tal Chalozin broke out three main factors that are different:

1. “Right now OTT is a very premium type of a market. There’s no fraud, there’s no viability. It’s 100% brand safe. You can’t really multitask, you’re on the big screen.”
2. “A lot of success-based KPI, like click-through rate or completion rate does not really apply. You can’t really click on your connected TV. The completion rate is so high that it’s not the right way.”
3. “Some marketers the last couple of years spent a lot of money in building a DMP, and attribution capabilities and different ways that the marketing organizations or agencies can be smarter. A lot of those things does not really translate in an easy way into the TV world. The TV world is very much of a household delivery vehicle and not an individual messaging vehicle, which means that a lot of technologies that are based on login or based on cookies or device ID do not really translate well into the OTT space.”

OTT is rising. At Innovid specifically, the company has seen the proportion of ads it delivers to OTT grow from 5% of the total to 20% of the total.

And the outfit has teamed up with Fox Networks-owned TrueX, the company which helps channels reduce ad load when viewers engage in an ad-based value exchange.

“We’ve been exploring that in the last couple of months, and we just announced it out of beta about a month ago,” Chalozin confirmed. “We’ve tested it with a lot of different marketers in many verticals across many different shows, and we’ve seen amazing results.

When you give people the opportunity to step up and use their remote to actually choose, they choose – they engage, they spend the time, and we’ve seen amazing results and repeated marketers into that environment.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

But the new broadcast contenders should not just assume they will become all powerful.

One executive brokering the future of connected TV advertising thinks quality of experience must be the watchword.

“Television is at the mid-stage of migrating in to the digital world,”Innovid co-founder Tal Chalozin tells Beet.TV in this video interview. “Beyond Sling, Sony Vue and DirectTV Now, YouTube is coming along, Hulu is delivering their live television service, maybe Apple will deliver their service.

“More and more people will stop paying or not even start their cable bill and immediately pay Google or Hulu and that will be their television service.

“Companies have a responsibility to create television quality equal to television now. Which means television should never buffer, should be high quality, volume should be correlated. All those things which seem very simple are actually hard to do.”

Chalozin’s Innovid, which helps advertisers personalise their video messages for viewers, claims to be processing a third of all video ads in the US.

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.

Publishers and platforms go on tinkering with offering new ad experiences in a never-ending quest to push the boundaries and increase consumer attention.

But what happens when publishers innovate ahead of the standard curve, how do they approach inventing a new format, and what are the results? A panel of executives convened at the Beet Retreat summit discussed during this panel debate.

true[X] east coast sales and partnerships SVP Sam Amiri:

“Digital has always struggled because it never had its own native ad break or format. We just, as an industry, took pre-existing platforms, took a TV spot and called it pre-roll, took a newspaper ad and called it display.

“As a consumer, it’s difficult to find a reason to support advertising in our daily experience. There’s no reason to want to see those ads.”

Spotify video sales head Brian Danzis:

“What if you could speak to someone when they’re going for a run, or lifting weights? Music gives us a unique opportunity to look at what people are feeling, what they’re doing and decide on multimedia ad formats to reach them with.

“Knowing what people are feeling and thinking about based on the music that they listen to gives marketers the ability to reach somebody in a proper mindset.

“We released a new ad format in the fall called ‘branded moments’, where you could take existing creative, we would help retro-fit it for vertical, allowing advertisers to speak to users in these moments that matter.”

Facebook agency partner manager Jason Dailey:

“We start with watching consumers. Once we find something that seems to be a common thread across all of them, we figure out how to build a solution or produce around it.

“Right now, we’re trying to create ways for people to create, share and consume video in all the ways they want to – vertical formats, live formats, ephemeral formats… short-form… long-form … creating the widest possible palette of options there is.”

Innovid co-founder Tal Chalozin:

“The problem is scale. (Marketers say), ‘I need my message on YouTube, Snap, Hulu and many other places and I don’t want to work with each and every one of them to build something that is (only) a little different’ … that doesn’t translate well between devices.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, 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.

Innovid, which helps brands create, deliver and measure video ads for a range of 25 online TV platforms, was recently picked by MODI to power its over-the-top TV ad delivery and analytics.

“Video is everywhere,” CTO and co-founder Tal Chalozin tells Beet.TV in this video interview. “Our vision is to be the pipes that orchestrate everything and help the marketer deliver and understand what’s going on there. We’re working really hard to integrate in to every platform.

“Every platform has created a walled garden – Snapchat, Facebook, Instagram, Roku, YouTube – each and every one is a giant that would like to create their own world.

“We are complete media-netural, we’re not owned by any other media giant. All of those giants open their gate to us and allow us to integrate and act as the unbiased measurement company.”

Broadcast outfits like Comcast and RTL have invested in or acquired ad-tech vendors in the video and TV chain. But Chalozin seems to be championing Innovid’s independence.

Unlike some other video platforms, however, insight in to individual performance is relatively hard to come by inside the app. That’s why Innovid, the video advertising technology company, sought a way to get more detail.

Announced a month ago, Innovid’s analytics platform has been upgraded to take sight of Snapchat’s 10-second, “3V” vertical video views on marketer’s behalf.

Innovid CTO Tal Chalozin explains the origins of the development: “Snapchat is a massively-large property for 13-to-34s. The biggest problem is, it’s not measured by anyone aside from Snapchat themselves. “One of our very large agency clients … came to us and said, ‘Can you work with Snapchat to create something that enables data to flow to Innovid?’

Digiday reports Snapchat is attempting to get its Discover news publishers a connection with comScore, enabling them to measure the audience they earn there.

Innovid’s measurement capabilities claim to have sight of viewability, time earned, video views, impressions and completions, awareness, engagement and activity inside ad units.

Understanding true viewership is important because ad blocking is threatening the industry. Chalozin says Innovid is working to the IAB’s LEAN initiative, reducing ad bloat so that fewer viewers may be put off by excessive ad sizes.

This video was recorded at the 4A’s Transformation conference in Miami.   For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

“That new capital will help us fuel the growth,” co-founder Tal Chalozin tells Beet.TV in this video interview.

“More and more marketers believe video is the killer app.. We would like to double-down on our investment in product, R&D and international growth. Through 2016, you should see a lot of investment on the data side.”

The company’s core service has been re-tooling TV ad spots to offer interactivity during airing on digital channels. But Innovid spent much of 2015 hooking up partnerships to ensure those ads can be distributed more widely.

“We went app-by-app and device-by-device to ensure we can connect in to any platform,” Chalozin says, claiming the company’s tech is now “on 11 different devices, over 1,000 different apps”.

Amongst the latest was a banner hook-up with Roku, plus ensuring mobile, finally, has a greater role in driving on-screen engagement.

“We did a big integration on couponing on Apple Wallet and Passbook in to television, allowing you to press, one click, and send something to your phone. We’re doing a lot of work on pairing your phone in to the television. We believe engagement must be on a dual screen, you will not do all the engagement on the television.”

This video is part of a series of interviews about the transformation of television produced at CES and sponsored by Adobe.

New Spring Capital has become the latest investor in the company, while all previous investors, including Sequoia Capital Israel, Genesis Partners, Vintage Investment Partners, Cisco Ventures and T-Venture, participated in the round as well as Silicon Valley Bank and Triple Point Capital.

The news was first reported by TechCrunch last week.

For our most recent update on Innovid, we spoke with CTO and co-founder Tal Chalozin in September at DMEXCO  We are republishing that video today.

“The pricing for video right now is predominantly CPM,” Tal Chalozin, CEO of Innovid, which helps turn video ad spots in to interactive ad spots, tells Beet.TV in this video interview. “However, a lot of people are now judging this investment by the ROI that they’re getting.”

Chalozin’s company helps introduce clickable, hoverable, swipeable and expandable elements in to video advertising, so that users can dive in to ad content – and advertisers can turn on viewers. In this world, the time viewers spend inside a video is becoming part of the currency.

“On a regular video with no interactive elements on top of it, you can only spend at most 30 seconds,” Chalozin says. “But, f you are Netflix and the consumer is interested in the latest show, you can spend more time. This is the biggest KPI we see brands measuring.”

This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

The Innovid server delivers a targeted ad based on what the Innovid-Cisco tools have analyzed about the on-screen content. This partnership is an example of the increasing use of both creative optimization and targeting based on data, and how the two are operating hand in hand. In fact, about half of programmatically-purchased video ads this year will be coupled with creative optimization from data to lift ROI, Chalozin predicts.

Innovid also linked up with Facebook late last year to deliver interactive and personalized video ads for Facebook’s platform. As part of that deal, Innovid is providing metrics on performance, such as awareness, engagement and completion rate.

Chalozin was interviewed by Ashley J. Swartz, CEO of Furious Corp.

The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.

“In order to really apply sophistication on the creative side… you need multiple permutations of a given spot,” he says.

“We’re seeing more and more brands understanding… they have multiple channels … so we’re seeing an influx of more content being produced and … (they) understand what is means to create multiple variations of your spot to deliver different msgs.”

Chalozin’s New York-based Innovid is an advertising technology company that helps agencies deliver video ads that are not just digital but interactive. Innovid ads encourage pointing, clicking and mouse roll-overs by viewers, with the idea being to expand engagement rates.

He was interviewed at Beet.TV’s annual executive retreat.

The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.

“The nice thing about the walled garden of iOS, and sometimes android as well, is that you cannot really run things ‘below the fold’,” says Tal Chalozin, CTO of video ad tech company Innovid. “Most video that runs on iOS is front-and-center and that’s the only thing that’s viewable. If it is running on full-screen, everything is taken care of.”

TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange have teamed up to open-source code for measuring true video ad “viewability” to the recently-defined IAB/MRC standard under the OpenVV consortium.

Today, Chalozin says “about 19% of ad impressions deliverable are non-desktop impressions”.

We spoke with him at the Beet.TV Video Ad Fraud Leadership Summit where he was panelist.

OpenVV launched a year ago under the auspice of TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange to open-source software for measuring true video viewability, the metric by which advertisers increasingly want to measure whether their video ads are really being viewed by consumers.

“We’re now over 30 companies, including measurement companies, ad serving companies, creative companies, ad exchanges, publisher ad servers – all involved in the same initiative,” says Innovid CTO Tal Chalozin. “Over 90% of ads delivered on the internet are measured by one of the OpenVV players.

Chalozin was a panelist at the Beet.TV Video Ad Fraud Summit where we sat down with him.     The event was sponsored by comScore, Innovid and TubeMogul. Video from the event can be found here.

“It is a very fragmented market,” interactive video ad tech firm Innovid‘s co-founder and CTO  Tal Chalozin tells Beet.TV.

“We do see a lot of buyers that are buying in to that dream of complete cross-screen – buying video (across devices) and not buying ‘online video’ or buying ‘mobile video’ or buying ‘connected TV’. We have upward of 100 different brands using our technology to run full  cross-screen (campaigns) without siloing on a specific device.”

He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.