Connected TV in a Fragmented Marketplace: Innovid Enhances Partnership with Hulu to Drive Engagement

May 2, 2018


Connected TV in a Fragmented Marketplace:
Innovid Enhances Partnership with Hulu to Drive Engagement

The connected TV landscape is in an accelerated growth phase. According to eMarketer, 87% of U.S. digital video viewers will use connected TVs this year. The premium experience in the living room is only getting better, with more on-demand choices and market adoption of OTT devices such as Roku, Apple TV, Playstation, Amazon Firesticks and more.

And marketers are eager to tap into the opportunity to leverage the best screen plus data and interactivity to create immersive experiences with their customers.

In fact, in a recent survey of brands, 90% of correspondents from the IAB Video Ad Spend Study state they are interested or extremely interested in Interactivity on connected TVs.

Fragmentation of video marketplace will continue, which is why brand marketers need to align with partners like Innovid, that can scale creative and interactive ad formats across the ecosystem to gain scalable, impactful premium experiences.

To that end, we’re proud to announce that we have expanded our partnership with Hulu and are launching new interactive formats for connected TVs, offering advertisers unique opportunities to give consumers more engaging experiences within premium content.

As brands are looking to drive remarkable viewer experiences with innovative monetization products across connected TVs, they can now benefit from access to richer data that highlights how long consumers are interacting with video content, while allowing for a more immersive experience on the biggest and most important screen — the living room TV.

Interactive ad formats like this also deliver premium content experiences with the potential of increased time earned with consumers — which linear TV doesn’t offer.

“We at MODI Media are big believers in the future of TV. Addressable creative, leveraging data for the large screen is the real nexus of a premium experience for brands to drive engagement with consumers. We are excited to team up with Hulu and Innovid to drive the market forward with new advanced ad formats for the living room.”
Garrett Winkler, Director, Connected Television Lead at MODI Media

We’ve seen huge adoption from viewers that are presented with interactive units engage at a higher rate than other formats. In fact, when given a choice, 50% of viewers choose to engage with ads rather than have their shows disrupted for the typical commercial breaks that occur in linear TV.

Connected TV combines the best of both TV and digital — sight, sound and motion, PLUS engagement options to learn more about products, search for nearby retailers, and install new apps using your remote.

Innovid reaches over 50 million households serving over one-third of the video ads across the U.S.

With simplified campaign workflows and rapid turnaround times, this partnership delivers premium advertising experiences with an easy set up process.

If you are interested to learn more, contact us at