MIAMI — Slowly but surely, TV advertising has arrived on the internet. But now it needs to start functioning more like TV advertising again.<\/p>\n
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.<\/p>\n
Innovid\u00a0CTO\u00a0Tal Chalozin broke out three main factors that are different:<\/p>\n
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.<\/p>\n
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.<\/p>\n
“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.<\/p>\n
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.”<\/p>\n