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) -- 09/29/16 -- 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.
About Innovid
Innovid is the world's leading video marketing platform, empowering advertisers to create, deliver, optimize and measure the most innovative video experiences on any device and media outlet. Providing a holistic, cross-device, data-driven solution to meet the demands of audience fragmentation and personalize the customer journey, Innovid's patented, best-in-market technology and advanced measurement capabilities allow marketers to thrive in an ever-changing digital television landscape and engage viewers at scale via immersive, interactive storytelling. Innovid powers cross-channel video marketing efforts for some of the largest brands in over 28 countries including Bank of America, Best Buy, Citi, Comcast, Kraft, L'Oréal, Microsoft, P&G, Walmart, Samsung, Sprint, and Toyota.
Headquartered in New York City, Innovid also has offices in Los Angeles, San Francisco, Chicago, Detroit, London, Sydney, and Tel Aviv. Innovid is backed by investors Sequoia Capital, Genesis Partners, T-Venture, Vintage Investment Partners, Cisco Investments, and NewSpring Capital. Innovid's numerous awards include IAB Mixx Rising Stars, Digiday Video Awards, Inc. Magazine's Top 50 Best Places To Work, AdAge Best Places to Work, and Crain's Best Places To Work. For more information, please visit www.innovid.com.
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Media Contact:
Tammy Blythe Goodman
Innovid
+1-212-966-7555
tammy@innovid.com
Source: Innovid
Released September 29, 2016