Twitter Partners With Innovid To Offer Marketers More Stats On Video Ads

What Happened
Twitter is teaming up with digital video marketing firm Innovid to provide advertisers with more data on its pre-roll video ads. With this new partnership, marketers buying video ads via Twitter’s Amplify program can now access some advanced metrics, such as completion rates and viewability, to gauge how their pre-roll ads are performing. Innovid’s clients, which include Disney, Mondelez, and Toyota, will also gain access to those detailed stats. The microblogging service introduced pre-roll video ads last October and set a viewability standard of at least three seconds with the videos 100% in view.

What Brands Need To Do
This partnership between Innovid and Twitter is just one of the latest examples of social media companies like Pinterest and Facebook teaming up with third-party ad analytics firms to appeal to advertisers’ demand for better measurements. Snapchat, in particular, forged a partnership with analytics firm Moat to also track the viewability of its video ads. Overall, these partnerships should come as welcome additions for brands as they make advertising on social channels more accountable and transparent.


Source: AdWeek


CES 2014: Innovid & Cisco Debut New Targeted Second Screen Ads

Innovid and Cisco are showing their new advertising technology at CES this week. The idea is to target second screen apps based on what the user is watching, and to do it, Innovid and Cisco are working with cable providers to analyze content in real time and identify key-words from shows on-air to serve relevant advertising content onto second screens in users’ hands. For instance, if you’re watching a talk show and the host is talking about tablets, they can serve a tablet-related ad; if you’re watching a commercial about a tablet on TV, the tablet might bring you to the product page to learn more about the device. Even if someone doesn’t have a Comcast or Time Warner app open, they can still send push notifications. And with the partners’ approach of working with cable operators, it’s possible to integrate this type of second-screen targeting into larger campaigns. This will be a very interesting technique to keep a close eye on for advertisers and developers of campaigns going forward.