OBI transforms CTV with Disney Advertising & Innovid
OBI, an advertising agency, set out to elevate a client’s CTV strategy—shifting from passive viewership to active engagement for a portfolio of multifamily properties. The objective: harness the lean-in nature of the living room screen to increase purchase intent, improve brand perception, and drive qualified leads. By reimagining CTV as a performance-driven channel, OBI aimed to turn brand awareness into tangible action.
Partnering with Disney Advertising and Innovid, OBI launched a multi-layered campaign designed to captivate viewers and streamline the property discovery process. Using audience segmentation, the campaign matched viewers with relevant properties and amenities for a personalized experience. Interactive features let users explore listings directly within the ad, while built-in video tours and clear calls-to-action made it easy for interested viewers to take the next step—without leaving the CTV environment. This seamless approach moved viewers further down the funnel.
With Innovid’s dynamic and interactive ad solutions, OBI delivered a high-impact campaign that collapsed the traditional purchase funnel—achieving both brand-building and performance outcomes in a single execution. This campaign proves the power of interactive CTV to deliver measurable business impact—turning viewers into active participants and driving real results for advertisers.
lift in purchase intent
increase in brand trust
improvement in brand favorability
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