& cplSiteName &

Innovid Eyes Ad Tech Gains

Mari Silbey
2/4/2014
50%
50%

What happens when the interactive TV and ad agency worlds collide? That's the question that Innovid, an ad technology company, is trying to answer as it seeks to build on its relationships in both worlds.

Innovid, which announced a partnership with Cisco Systems Inc. (Nasdaq: CSCO) at the Consumer Electronics Show last month, has now been selected as a preferred partner by VivaKi , a subsidiary company of the multinational advertising and public relations firm Publicis Groupe. Innovid's solutions include ad development tools, an ad decision engine, and ad serving technology. The partnership with Cisco means that Innovid will soon be able to offer agency customers -- including VivaKi -- a way to target interactive ads to consumers on second-screen devices based on the content they're viewing on their main-screen television.

The quest to deliver advanced TV advertising never dies. Despite well over a decade of stutter steps, the combination of television's audience reach and the revenue potential of commercials that don't just bark at viewers but actually engage them means that the industry will never stop trying to make interactive and addressable TV advertising work.

Until now, technical and logistical challenges have largely kept advanced advertising efforts from being successful. But several factors are changing the industry landscape today. One is the integration of Internet-connected second-screen devices into the TV watching experience. Another is the development of technology that will increasingly give service providers the ability to know in real time what consumers are watching.

In Innovid's case, CEO Zvika Netter says his company is plugging its technology into a product that Cisco will launch later this year for collecting and analyzing TV viewing information. Netter says that Innovid's solution will take Cisco's real-time data and use relevant keywords to determine what ads to run on a viewer's second-screen device.

While plenty of other companies promote similar technology, part of Innovid's strength is that its solution is already getting heavily embedded with ad agency customers, including the global Goliath that is now Publicis Groupe after last year's merger with Omnicom. Those relationships mean that Innovid has the potential to accelerate adoption rates once Cisco rolls out its new product. (Cisco was not ready to discuss its specific product plans for this article, but a company representative did point to a blog post on its advanced advertising partners, and Cisco showed off some of its multiscreen capabilities at CES last month. See NBC Jumps on Cisco's Cloud.)

Even as the industry pushes forward with advertising on tablets, PCs, and smartphones, there are also efforts underway to target the main television screen with interactive ads directly. Netter told Light Reading that, "Ideally, and I think within a year or two, we'll be able to deliver directly into set-top boxes." But he also noted that however television evolves, i.e. whether companies are dealing with legacy set-tops or IPTV, ”What's important for us is to be there, ahead of the curve, as this change happens."

The Innovid platform is agnostic, and the company will continue working closely with agency and technology partners to build and target immersive ads to consumers wherever they are.

In addition to its new deal with Innovid, Cisco is also partnering with BlackArrow Inc. for dynamic ad insertion as it seeks to address shifts in TV ad delivery. Comcast Corp. (Nasdaq: CMCSA, CMCSK) has also teamed up with BlackArrow, Invidi Technologies Corp. , and This Technology LLC at various times for targeted advertising trials and deployments. Most recently, Comcast signed a multi-year deal with This Technology for targeting ad delivery to IP devices in both linear and on-demand programming. (See Comcast Preps Ad Targeting Trial and MSOs Eye Ads for Multiscreen .)

Also on the interactive ad front, ActiveVideo is working with TV technology company BrightLine to offer advertisers a way to deliver web-like ads to TV screens by rendering them as video streams. With the help of that partnership, cosmetic company L'Oreal is already delivering interactive, app-like ads to Roku Inc. streaming media boxes, and it could extend its campaign to traditional set-tops as well. (See ActiveVideo Unveils Ad Distribution System .)

Putting all of the advertising pieces together, one thing is clear. The partnerships that will make next-generation advertising happen are forming now. Agencies, ad technology specialists, and TV tech vendors recognize that they all need each other to make the TV ad revolution happen. None of these companies can make advanced advertising successful on its own.

— Mari Silbey, special to Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
albreznick
50%
50%
albreznick,
User Rank: Blogger
2/18/2014 | 9:59:28 PM
Re: What comes next?
Which reminds me. We'll be staging a breakfast forum on advanced ad technologyt at the Cable Show on Tuesday April 29. Check our live events listings for details.  
albreznick
50%
50%
albreznick,
User Rank: Blogger
2/5/2014 | 6:36:25 PM
What comes next?
It will be interesting to see what happens once the Cisco-Innovid partnership takes off. This year is shaping up to be a big one for advanced ad technology. Lots of deals in the works and tests taking place. Hope it all finally leads somewhere.  
Educational Resources
sponsor supplied content
Educational Resources Archive
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Wednesday, September 14, 1:00PM EDT
What Is Agile?
Kent J. McDonald, Product Owner, Agile Alliance
UPCOMING COURSE SCHEDULE
Friday, September 16, 1:00PM EDT
How to Implement Agile
Alan Bateman, Director, Agile Transformation
Wednesday, September 21, 1:00PM EDT
What Is DevOps?
Colin Kincaid, CTO, Service Provider, Cisco
Friday, September 23, 1:00PM EDT
How to Implement DevOps
,
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Between the CEOs
CEO Chat: UXP's Gemini Waghmare

8|26|16   |     |   (0) comments


Light Reading CEO Steve Saunders and UXP Systems CEO Gemini Waghmare discuss the strategic importance of digital identity for operators in the midst of transformation.
LRTV Custom TV
F5 Virtual Network Function Integrations With Partner Orchestration Platform

8|24|16   |   6:38   |   (0) comments


F5's Kishore Patnam, product manager for F5's service provider solutions, discusses why service providers are moving towards virtualization and how his clients are utilizing F5's solutions.
Between the CEOs
CEO Chat: Intel's Alexis Black Bjorlin

8|17|16   |   06:23   |   (0) comments


Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Telecom Innovators Video Showcase
Accelerating Telecom Digital Transformation With Nominum DNS

8|1|16   |   12:04   |   (0) comments


Light Reading's Steve Saunders gets an update from Nominum CEO Gary Messiana on how his company is helping carriers on the digital transformation journey.
LRTV Custom TV
Reinventing Operations for a Virtual, Software-Defined World

7|28|16   |   5:23   |   (0) comments


Heavy Reading Senior Analyst Jim Hodges speaks with Accenture's Larry Socher and Matt Anderson about what service providers must do to transform their business to get the benefits of SDN and NFV including: leveraging DevOps, introducing real-time OSS and implementing analytics.
Women in Comms Introduction Videos
Fujitsu Sales Leader Shares Lessons Learned

7|27|16   |   5:12   |   (1) comment


As Fujitsu's only female sales leader, Annie Bogue knows the importance of asking for what you want, being flexible (she's been relocated five times), keeping a meticulous calendar, 'leaning in,' working harder than everyone else around you, being aware and more.
Telecom Innovators Video Showcase
VeEX Test & Measurement Solutions

7|25|16   |   08:57   |   (0) comments


Cyrille Morelle, president and CEO of VeEX Inc., talks test and measurement with Light Reading's Steve Saunders at BCE 2016. This includes innovative products such as VeSion Cloud-Based platform for network monitoring; MTTplus Modular Test platform for Access, Business, Carrier Ethernet, Transport and Core services; and OPX-BOX+ for Fiber Optics.
LRTV Custom TV
VeEX: Live From BCE 2016

7|25|16   |   03:20   |   (0) comments


VeEX's Senior Director of Business Development, Perry Romano, explains how VeEX provides tools to help install, maintain, monitor and manage network infrastructure efficiently and effectively. The portfolio of products on display include the RXT-6000, MTTplus and TX300s.
LRTV Custom TV
Real-Time Telemetry & Analytics for Intelligent SDN Orchestration

7|25|16   |   03:09   |   (0) comments


Packet Design CEO Scott Sherwood discusses how real-time network telemetry and analytics are enabling a new breed of SDN orchestration applications.
From the Founder
The Russo Report: Driving Disruption

7|25|16   |   07:44   |   (2) comments


In the first episode of a four-part series, Light Reading Founder and CEO Steve Saunders and Calix President and CEO Carl Russo drive around town discussing the disruptive mega-changes in the communications industry and where hope lies for service providers to meet the escalating demands of the cloud.
LRTV Custom TV
NetScout: Maximizing Enterprise Cloud for Digital Transformation

7|20|16   |   04:53   |   (0) comments


Light Reading Editor Mitch Wagner talks to NetScout CMO Jim McNiel about maximizing the benefits of enterprise cloud and digital transformation while minimizing potential pitfalls with a proper monitoring and instrumentation strategy.
Women in Comms Introduction Videos
Ciena's VP Offers a Career Crash Course

7|20|16   |   4:14   |   (2) comments


How did Ciena's Vice President of Sales, Angela Finn, carve out her career path? Simple, she tells WiC. She stayed true to her company, customers and principles. She shares her advice for women on how to be authentic and credible, as well as for companies that want to make a real change to their culture and practices.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
Cisco Developing 'Monica' Digital Assistant
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/22/2016
FirstNet: A Billion-Dollar Boondoggle?
Dan Jones, Mobile Editor, 8/26/2016
Google Fiber Downsizing Not Confirmed
Mari Silbey, Senior Editor, Cable/Video, 8/25/2016
'Most Wanted' Kobi Comes Home
Ray Le Maistre, Editor-in-chief, 8/23/2016
Rocket Fiber Lights Up Detroit With Gigabit
Elizabeth Miller Coyne, Managing Editor, 8/22/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading CEO Steve Saunders and UXP Systems CEO Gemini Waghmare discuss the strategic importance of digital identity for operators in the midst of transformation.
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Animals with Phones
Live Digital Audio

Bridging the tech skills gap is a major challenge for service providers and suppliers alike today – and the challenge is two-fold when it comes to increasing the number of women in the comms space. Level 3 Communications has made it a priority to overcome both challenges by implementing several unique programs focused on building the right candidates from within – in addition to filling the funnel by supporting STEM and other education programs. During this radio show, you’ll learn about these programs from Mary Beth McGrath, SVP of Global Talent Management at Level 3, and the best ways to bridge your own skills gap so that you are motivated and equipped for change. Plus you’ll have the chance to ask Mary Beth your questions live on the air.