As the Majority of Advertisers Plan to
Increase Converged TV Spend, Innovid Closes the Gap Between TV
Measurement and Campaign Optimization
Using InnovidXP Measurement, Marketers Can Now
Instantly Optimize Ads in Real-Time
NEW
YORK, Oct. 10, 2023 /PRNewswire/
-- Innovid (NYSE: CTV), an independent advertising
platform for the delivery, personalization, and measurement of
converged TV across linear, CTV, and digital, today announced the
launch of Instant Optimization, a machine-learning solution that
empowers converged TV marketers with the ability to immediately
optimize ad performance in flight. Instant Optimization provides
the essential technology to automatically adjust which ad is seen,
championing top-converting ads in real-time and improving
performance across streaming and digital channels.
While advances in converged TV measurement have made it possible
for marketers to understand the reach and performance of campaigns
in real-time, the ability to make those insights actionable has
lagged. Instant Optimization bridges that disconnect, unlocking the
true value of converged TV measurement insights. Expanding on
Innovid's existing optimization capabilities, this new automation
takes outcomes insights from the InnovidXP measurement platform and
links them directly to marketers' ad-serving strategies, ensuring
that the ads driving the most website and app activity get the
largest share of voice.
"To remain competitive and top of mind with the right audiences,
marketers need to find new ways to expand the value of their ad
spend, improve ROI, and continuously optimize for performance,"
said Dave Helmreich, Chief
Commercial Officer, Innovid. "Innovid serves as the vehicle to both
understand the performance of campaigns across linear and
streaming, and immediately take action on those learnings – all in
one platform. Marketers can continuously learn, activate, and
iterate, instantly uncovering an infinite loop of
optimizations."
Across brands and agencies, Innovid is the platform of choice
for streaming delivery, and it's the scale and automation of that
delivery – encompassing approximately 1.2 billion ads served and 6
billion data points collected each day – that fuels InnovidXP's
powerful insights and unrivaled view of the converged TV universe.
With the addition of Instant Optimization, Innovid completes the
final mile of measurement, allowing marketers to automatically
activate against insights without waiting for human intervention or
the use of multiple disparate solutions.
"There is no question that the disconnect between measurement
and optimization of converged TV is leaving money on the table for
brands," said Delia Marshall, Chief
Operating Officer, Eicoff. "We see substantial increases in sales
volume and improvement in ROI by implementing optimization at the
same pace as measurement insights. While many brands have started
to address their measurement challenges, we still don't see them
take advantage of optimization at the same pace. It's TV that's
optimized at the pace of digital. That's the big opportunity."
According to Innovid's latest report, "The Converged TV
Disconnect," 56% of marketers spend more than half of their time
working to optimize converged TV ad performance. Despite the time
and resources devoted to that process, 60% believe their
optimization efforts fall short. The reasons behind that sentiment
all tie back to the measurement-activation disconnect. Nearly
two-thirds (62.6%) of marketers use separate measurement and
management/delivery platforms. With Instant Optimization,
advertisers can finally bridge this gap, conclusively transforming
their insights into actions.
"Our clients have significantly increased their investments into
interactive and dynamic creatives – leveraging converged TV to
drive outcomes," said Drew Olkowski,
Media Director, Planning & Data Analytics, Davis Elen
Advertising. "With the ability to immediately and automatically
optimize, we can make those creatives work even harder for clients
by guaranteeing that the best converting ad is the one seen,
highlighting top messaging and continuously improving
performance."
Instant Optimization joins previous enhancements to Innovid's
optimization solutions, including statistical significance, which
helps ensure consistent results based on statistics vs. chance, and
multiple winner methodologies that accommodate various models of
success, going beyond the "first past the post" approach to
creative performance.
To learn more about Instant Optimization, visit
www.innovid.com.
About Innovid
Innovid (NYSE: CTV) powers
advertising delivery, personalization, and measurement across
linear, connected TV (CTV) and digital for the world's largest
brands. Through a global infrastructure that enables cross-platform
ad serving, data-driven creative, and measurement, Innovid offers
its clients always-on intelligence to optimize advertising
investment across channels, platforms, screens, and devices.
Innovid is an independent platform that leads the market in
converged TV innovation, through proprietary technology and
exclusive partnerships designed to reimagine TV advertising.
Headquartered in New York City,
Innovid serves a global client base through offices across the
Americas, Europe, and Asia Pacific. To learn more, visit
https://www.innovid.com/ or follow us on LinkedIn or Twitter.
Media Contact
Caroline
Yodice
cyodice@daddibrand.com
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SOURCE Innovid LLC