Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting.<\/p>\n

Nine years ago, Innovid<\/a> chose the latter path, providing an open platform approach to personalizing video targeting and integrating it with customer data and insights from other channels. Now, about one-third of all video served on the Internet is done so by Innovid.<\/p>\n

It\u2019s not been the easiest of paths, according to CTO and Co-Founder Tal Chalozin. \u201cClearly, it\u2019s been an uphill battle fighting existing ways of doing businesses, existing processes and existing players,\u201d Chalozin says in this interview conducted during the recent Beet.TV Leadership Summit<\/a> titled Outcomes, presented by video marketing technology provider Eyeview<\/a>.\u201d<\/p>\n

Chalozin puts early innovators in two buckets. First are those that can prove success in the easiest way, including online sellers and data-centric players like Netflix. \u201cIt\u2019s way easier for them to dabble into better creative, personalized storytelling, one-to-one messaging. That\u2019s the easiest ones,\u201d he explains in response to a question from Matt Prohaska of Prohaska Consulting.<\/p>\n

In the other bucket are innovators who seek to \u201ccater to the vast side of the market,\u201d for example packaged-goods companies that haven\u2019t traditionally tried to figure out specific creative to promote a household product based on gender, geography, different times of day and so on. Helping these marketers through a maze of sources and suppliers \u201cis a hard business to be in,\u201d Chalozin says.<\/p>\n

Having planted its flag early in the video space, Innovid believes it has succeeded in moving the industry forward by focusing on technology and solving complicated problems. \u201cSomeone needs to be the operating system that makes this all work,\u201d he adds.<\/p>\n

Chalozin has two messages for marketers: the investment in personalized targeting \u201cis not that hard\u201d and not all outcomes need to be measured by sales lift because \u201cin many cases it\u2019s close to impossible.\u201d<\/p>\n

Besides, \u201cThere are many other ways today to find your metrics of success\u201d<\/p>\n

This video is part of a Beet.TV leadership summit<\/a> on video outcomes presented by Eyeview. For more videos from event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting. Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6256],"tags":[5335,5281,3712,3861,5987,6277],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45007"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45007"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45007\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}