It’s old news that traditional TV is shifting towards digital video. eMarketer even reports that OTT video services are nearing saturation, with an expected 186.9 million people in the US who will watch video via an app or streaming website this year. As TV moves  to digital, we believe the viewer experience should follow. Viewers shouldn’t have to sacrifice the TV experience they’ve come to know and love just because they’re consuming internet-based video on other devices.

That’s why IPG Mediabrands, the global media holding arm of Interpublic Group, and Innovid are expanding their partnership to concentrate on enhancing the viewer experience on connected TV devices around the world. We are reimagining the video experience on OTT devices with the viewer in mind—tailoring our optimizations to provide immediate value and relevance to audiences as viewers looking to be entertained and engaged, rather than simply driving them towards making purchases.

“Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation, and we believe this shift will drive meaningful engagement,” said Chad Stoller, EVP of global innovation at IPG Mediabrands.

Our innovations will be around optimizing video ads with real-time dynamic messaging and advancing our TV2M (TV-to-mobile) technology, allowing viewers to input a mobile number into a video ad to receive additional content like a digital coupon or website address via SMS or text message.

Together with IPG Mediabrands, we believe these technological innovations will open up a new realm of possibilities and give marketers the opportunity to connect with audiences one-to one, further transforming digital video advertising as we know it today.

Want to learn more about Innovid’s OTT capabilities? Contact us today.