09.16.2020
DSP

Verizon Media amplifies CTV engagement with Interactive Ads

Verizon Media amplifies CTV engagement with Interactive Ads

Partners with Innovid and BrightLine to offer Interactive Ads on CTV

Connected TV (CTV) offers advertisers the best of all worlds. Uniquely positioned at the intersection of digital and linear, CTV allows advertisers to target TV audiences with the same granularity as digital advertising. Verizon Media is committed to building around CTV’s next-generation capabilities, enabling advertisers to bring the same type of engagement users expect on mobile or desktop devices to TV screens through Interactive Ads. 

There’s no question that audiences have altered their consumption behavior, perhaps for good, as a result of the pandemic. Innovation is now at a premium as brands adapt to new ways of reaching audiences, with interactive ads leading the way in meeting consumer expectations. A recent Verizon Media study shows that nearly three in four consumers want new experiences, with two-thirds of users more likely to recall brands after consuming content using innovative tech.

The Interactive Ad advantage is clear: CTV ads already have a 6x higher standard of engagement than standard pre-roll ads, and our Interactive Ads layer on additional targeting capabilities to reach viewers that are most likely to lean in. A whopping 71% of CTV viewers use their mobile devices to look up related content while watching TV, giving you the ideal setup to make meaningful connections with audiences.  

Interactive ads are coming to CTV at exactly the right time. According to Innovid iQ, CTV continues to show significant gains year-over-year, with August seeing CTV annual impression volume grow by 66%. 

Meanwhile, the pandemic has not only accelerated the shift to CTV, it has also increased mobile consumption. With second screening known to improve a viewer’s chances of taking a downstream action on an ad by 75%, Interactive ads provide a full funnel solution for advertisers seeking not only to drive awareness but also to execute on DR goals. In other words, marketers no longer have to choose between performance and brand marketing.

To that end, Verizon Media is excited to announce partnerships with two leading interactive advertising companies, Innovid and BrightLine, to offer Interactive ads on CTV.

In 2008, Innovid filed the world’s very first patent to insert interactive objects into video. Today, Innovid enables the world’s largest brands to personalize, deliver, and measure interactive ads across CTV and all addressable channels. In fact, Innovid executed the first interactive ad execution of its kind for a premier live U.S. sporting event with Pringles for the 2019 Super Bowl.

BrightLine powers enhanced ad formats for CTV across the largest available footprint of premium TV partners and OTT technologies using their proprietary Build-Once-Run-Everywhere platform. BrightLine’s ad experiences have been adopted by global leaders and proven on the largest global stage with the 2018 Olympics. With a history of innovation and TV dating back to 2003, BrightLine has also paved the way for shoppability with OTT leader Hulu. BrightLine transforms passive content into deep, dynamic experiences that work across the entire Advanced TV Universe.

Interactive ads build on Verizon Media’s momentum in CTV as we continue to close the gap between linear and digital with advanced planning tools and new partnerships:

  • Verizon Media DSP’s cross-screen planner powered by Nielsen Smart TV data provides a holistic view of linear and CTV audience overlap and incremental digital reach opportunities, with access to simultaneous forecasts across multiple screens and formats.
  • Our TV tune-in attribution product allows broadcasters, networks and media companies to quantify the impact of digital ad campaigns on consumers tuning into TV shows by leveraging Inscape automatic content recognition (ACR) TV viewing data. DSP customers can attribute TV show tune-ins to ads served on any channel, including mobile, CTV, video, desktop, native and beyond.
  • With connections to leading SSPs, Verizon Media’s DSP offers advertisers the ability to run CTV ads on almost every major network and publisher, including live TV and with partners like ViacomCBS.
  • Verizon Media is the first DSP to enable household addressable advertising in an automated environment alongside pure-play CTV/OTT buys. We’ve recently expanded that footprint to include DISH Media, allowing advertisers to buy relevant household addressable ads programmatically across nearly 11 million households, and driving greater scale, flexibility and control.

We continue to push innovation in our DSP, focusing on CTV opportunities to grow your brand with an increasingly connected audience.
 


1 Tech Crunch, Dec. 2018 2 Mobile Marketer, May 2018 3 MediaPost, March 2020 4 NBC Olympics Selects First-Ever Interactive Video Advertising Provider for Its Production of 2018 Olympic Winter Games in PyeongChang 5 New Hulu Ad Unit Lets Consumers Buy Through Their Remote

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