Interactive Video Advertising Has Power To Influence Opinions, According To Innovid Data
Leading Video Marketing Platform Reports Interactive Political and Advocacy Video Ads Earn 336% More Engagement Than Traditional Pre-Roll Video Campaigns
NEW YORK, NY–(Marketwired – September 29, 2016) – Innovid, the world’s leading video marketing platform for advertisers to create, deliver and measure video experiences on any device, today announced that interactive political and advocacy video ad campaigns earn an average of 336 percent more engagement over traditional video ads in the same vertical. The data includes results from all 2016 and 2015 advocacy video campaigns that support a particular social, environmental, or political cause or issue. The campaigns, powered by Innovid, ran on a variety of different platforms including desktop, mobile, Snapchat, Facebook, and connected TV devices.
“This year’s presidential election has brought political initiatives to the forefront but today’s increasingly fragmented audience has created challenges for advocacy groups wishing to target specific viewers across multiple platforms and channels with video — until now,” said Zvika Netter, co-founder and CEO at Innovid. “We’re excited to offer an innovative video marketing solution with personalized and actionable features to help political, non-profit, and advocacy organizations reach and engage voters and consumers at scale.”
Innovid also found that political and advocacy video campaigns experienced a 130 percent lift in engagement over click-thru interactive videos in all other verticals. The engagement data released today is consistent with Innovid’s 2016 Global Video Benchmarks report, released in February, which stated that interactive campaigns deliver an average of 44 additional seconds in time earned over traditional video ad campaigns. In theory, the more time a consumer spends viewing or engaging with a specific video experience, the more they will be influenced by the video’s message.
Innovid’s political and advocacy video solutions include interactive, dynamic, polling, and actionable video capabilities. Marketers leveraging the Innovid platform can tap first-party or third-party data to personalize video messaging for a specific audience, rapidly respond to the changing political landscape, drive engagement by bringing content from a brand’s website to the viewer within the video player, or survey viewers to gauge their opinions and reactions.
Political and advocacy advertising spend is at a high this year. According to eMarketer, U.S. political digital ad spend is estimated to reach one billion dollars in 2016, a 5,000 percent increase from the last presidential election year in 2008.