Video has just been invited to the brand marketing cloud party, courtesy of integration escort Innovid. The new Innovid Marketing Cloud Suite lets marketers link with massive backend systems from Adobe, IBM and Oracle to \u201csynchronize the customer journey across different channels,\u201d Zvika Netter, CEO & Co-Founder of Innovid, says in an interview with Beet.tv.<\/p>\n
\u201cUntil now it was email, text messaging, website traffic, even point of sale,\u201d says Netter. \u201cBut not video. Video was considered TV, top of funnel advertising.\u201d<\/p>\n
Breaking down silos, the new solution links consumer activity in other channels with the ability to interact with video ads. In the same manner, if someone interacts with a video it can trigger a separate, targeted marketing actions.<\/p>\n
\u201cIf you see an ad and are interested about a vacation or something and interact with it, if the brand has information about you in its database two days later it could follow up with an email about an offer,\u201d says Netter.<\/p>\n
ConAgra Brands\u2014whose products include Orville Redenbacher and Bertolli\u2014is a launch partner for the Innovid Marketing Cloud Suite, The Drum reports<\/a>.<\/p>\n