An interview with Innovid’s VP of Product, Ronen Idrisov

07/21 By IAS Team

We made big enhancements to our integration with Innovid last quarter – upgrading our blocking capabilities to protect HTML5 video creatives, and a launching a new tagging API that makes activation easier than ever. In addition to providing you continued benefits from our partnerships, we also strive to share continued insights.  So we asked Innovid’s VP of Product, Ronen Idrisov, about top issues and trends they’re seeing in our industry.

What do you see as the biggest concerns your customers have about video quality today?

We know that brand safety, fraud, and viewability in video have been ongoing concerns for marketers for the past several years. Yet we have seen major progress in these areas with the guidelines set by the Media Rating Council, as well as the verification, brand safety, and measurement solutions presented by companies like IAS and Innovid. However, despite this progress, we have witnessed recent hesitation from marketers to continue to place their video investments into digital because of a lack of true, transparent third-party measurement within walled gardens. Without this third-party measurement, marketers remain concerned about brand safety and the validity of the measurement across these platforms.

What’s the one thing marketers need to better understand about digital video?

Digital video and linear TV are not created equal, so it’s crucial not to simply repurpose :15 or :30 second commercials in order to leverage the full potential digital video. While the standard TV spot was created and designed to address the consumer in a specific state of mind, digital video meets the consumer everywhere—not just in the the living room, but in their workplaces, during their commutes, times out with friends, etc. When and where brands meet their consumers should affect the message they send them, as well as the length of the video content, when the message is delivered, which options of interaction the user has with the message, and which forms of personalization need to happen to drive relevancy and engagement. All of these factors will differ depending on the device or platform used to deliver the ad.

When planning digital activities, brands need to take all of these considerations into account to ensure they are getting the most out of their video advertising budgets.

What is Innovid’s OTT strategy?

As we see TV and digital converge at an increasingly rapid pace, it’s clear that a world with 100% IP-based delivery of content and advertising is around the corner. This increase of IP-based video content will contribute to the proliferation of different connected devices, as device manufacturers strive to capitalize on reaching a growing consumer base and delivering more content. In addition to continually innovating technology that allows marketers to navigate this fragmented landscape and deliver and measure their video investments across the largest footprint of connected devices, Innovid will also focus on developing new ad formats that take advantage of the addressability and interactivity presented in these environments.

And with new forms of interactivity comes new forms of data. The combination of new devices, new formats, and new ways in which to interact with these devices create an almost limitless combination of data points that can be collected—providing insights into consumer behaviors that do not exist with linear video formats. Innovid will ensure marketers can track and measure all of these new data points, allowing them to capture meaningful insights to better understand consumer behavior on these devices and unlock the full value of video marketing in these environments to drive business outcomes.

How does Innovid help its customer personalize the video experience?

When we approach video personalization, it’s most important to first understand what our client’s marketing objectives are and how they measure success. Innovid works with each client individually to understand which data points (first and third-party data such as demographics or purchase intent, geographic location, time of day/day of week, or previous video exposures) are necessary to achieve the marketing objectives, as well as the environment where the consumer will view the brand’s video (desktop, mobile, OTT, social, etc.). We then employ our video expertise and best practices to utilize this data to deliver the most relevant message—optimized for the right environment. In addition, we  recognize the value of the data gathered from consumer interactions taken within personalized video campaigns, which is why we take a holistic approach to personalization that helps clients maximize learnings around consumer behavior by providing insights that inform future digital strategies.

What sets Innovid’s platform apart from others?

Innovid’s platform is purpose-built for video, and has been focused on the future of video since day one. We continue to invest in video personalization, interactivity, advanced measurement on every device—especially on the growing number of IP-enabled connected devices—and formats to navigate the growing amount of data and insights that can be utilized by our clients to disrupt video marketing. In addition, our video marketing platform is 100% technology-focused, which allows us to bring our clients transparent media-agnostic video measurement across all media properties, devices, and channels. Lastly, we have an open platform approach, which supports partnerships and integrations with industry-leading, best-in-breed technology vendors—providing clients ease and flexibility to work with their other video partners of choice.