& 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
Friday, September 30, 1:00PM EDT
Gigabit & the Great Migration
Robert Howald, Vice President, Network Architecture, Comcast
UPCOMING COURSE SCHEDULE
Wednesday, October 5, 1:00PM EDT
Gigabit & Smart Cities
Joe Kochan, COO & Co-Founder, US Ignite
Friday, October 7, 1:00PM EDT
Gigabit & DOCSIS 3.1
Ty Pearman, Director, Access Architecture, Comcast
Wednesday, October 19, 1:00PM EDT
Securing a Virtual World
Rita Marty, Executive Director, Mobility and Cloud Security, Chief Security Office, AT&T
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.
LRTV Custom TV
Flexible Deployment Approaches for the Gigabit Services Evolution

9|29|16   |     |   (0) comments


For many operators, the gigabit evolution begins with the shift from DOCSIS 3.0 to DOCSIS 3.1. But that move represents a change not only in the protocol itself, but in the approach to architecting their entire DOCSIS delivery chain -- from the headend to the outside plant and home gateway components.

Jonathan Ruff, senior director of global technical ...

LRTV Interviews
Level 3 VP: Enterprises Need More for Less

9|29|16   |   05:27   |   (0) comments


Andrew Dugan, Level 3 group vice president of global technology and IT, says enterprises need more bandwidth and they need it faster and with greater security, but they want to spend less, if possible. They are looking to carriers to reduce their network complexity and help protect them from cyberattacks as well.
LRTV Interviews
CenturyLink: SDN/NFV Pose New Interconnection Possibilities

9|28|16   |   04:37   |   (0) comments


Network operators should develop new APIs and business processes for reselling virtual assets to each other, says CenturyLink's Bill Walker. That will enable them to build digital business portfolios that help them avoid becoming commodity transport providers.
LRTV Interviews
Level 3: Overcoming Terror of Being Supplier, Integrator & Developer

9|28|16   |     |   (0) comments


At Light Reading's NFV & Carrier SDN event in Denver, Travis Ewert of Level 3 Communications said there is terror in becoming supplier, integrator and developer, but it can be overcome and be cost effective.
LRTV Custom TV
Introducing IoT World News

9|27|16   |   01:43   |   (0) comments


Self-driving cars, medical sensors, smart cities... and refrigerators. In order to address the huge scope of IoT, KNect365 has created a unique online community that will help businesses to understand and monetize the opportunities that live within the IoT market. We look forward to welcoming you to IoT World News -- your gateway to a better connected future.
LRTV Interviews
AT&T: Reusable Functions Next NFV Key

9|27|16   |   06:03   |   (0) comments


The next generation of NFV has to break functions down into reusable software chunks, making everything much more cloud-like.
LRTV Interviews
Masergy on Security: Attackers Gaining Upper Hand

9|27|16   |   5:10   |   (2) comments


At Light Reading's NFV & Carrier SDN event in Denver, Ray Watson, vice president of Global Technology at Masergy, says that because of the growth in virtualization, the threat landscape is shifting in favor of the attackers. As a result, service providers need to think beyond just defending the perimeter and take a more holistic approach to security.
LRTV Interviews
Verizon Takes Next Step on Biz Virtualization Journey

9|26|16   |   4:38   |   (2) comments


At September's NFV & Carrier SDN event in Denver, Light Reading sat down with Victoria Lonker, director of Product and New Business Innovation at Verizon, to chat about where the carrier is with delivering virtualized services to business customers.
LRTV Interviews
Global Services: The $40B Face-Off

9|26|16   |   05:53   |   (1) comment


More service providers than ever before are battling it out to win a slice of what is now a $40 billion global communications services pie, explains Ovum Principal Analyst David Molony.
LRTV Documentaries
MEC Congress: The Key Takeaways

9|22|16   |   03:25   |   (3) comments


Three key takeaways from the Mobile Edge Computing (MEC) Congress in Munich, Germany.
Wagner’s Ring
Time to Shut Up About 'Dumb Pipes'

9|22|16   |     |   (19) comments


Service providers can't compete with OTT players. It just isn't in their DNA. Instead, service providers need to embrace what they're good at -- providing reliable, secure connectivity.
Wagner’s Ring
Keeping Your Tech Career Going After 50

9|21|16   |     |   (13) comments


How do you keep your career moving forward when you're past the half-century mark?
Upcoming Live Events
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
WiCipedia: The Women Helping Women Edition
Eryn Leavens, Special Features & Copy Editor, 9/23/2016
Eurobites: Telefónica Taps Juniper for Network Security
Paul Rainford, Assistant Editor, Europe, 9/26/2016
Open Source Getting on My Nerves
Carol Wilson, Editor-at-large, 9/26/2016
Powell Kills the Cable Show
Mari Silbey, Senior Editor, Cable/Video, 9/29/2016
Telstra Sees Quadrupled Data Capacity by 2020
Carol Wilson, Editor-at-large, 9/28/2016
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
There's Nothing Like Missing a Full Minute of Pokémon Go Click Here
Live Digital Audio

A vital part of increasing the number of women in comms is transforming the ways companies can support and empower women. While progressive company policies that support both men and women in achieving work-life balance are a step in the right direction, creating a company culture that supports those policies can at times be more challenging.

During this show, we'll talk to Lynn Comp, Senior Director of Industry and Sales Enabling (ISE) in the Network Platforms Group at Intel, about why those challenges exist and how companies can overcome them. She'll provide insight into how Intel has worked to create a culture that supports work-life balance, and provide steps and guidance for other companies wishing to do the same. We will also leave plenty of time to get your questions answered live on the air.