[SMK] Social Media Knowledge


Video at Core of Omni-Channel Campaigns

A new omnichannel offering from Innovid lets marketers use video throughout the customer journey. The outcome, the say, is rich, personal ad experiences that have real potential to boost sales.

Personalisation at scale

Innovid—a video marketing company oft credited with inventing interactive video—have launched a new product that puts video at the centre of synchronised, micro-targeted campaigns. Called Marketing Cloud Suite, it may be a bit more innovative than its name implies.

The company says the product integrates interactive video with the existing services for web, email, search, display, social, mobile, and commerce. Monitoring and re-applying interactions along the chain, it facilitates the automated distribution of highly targeted and relevant video ads. To the consumer, this precision targeting translates into richly personalised ad experiences that may increase and sustain engagement.

All in the data

Marketers live and die by the data they collect. The Marketing Cloud Suite looks to both draw from and feed back into existing data banks. It uses this to drive more effective distribution of video creative and to fill-out the data pool as it goes.

Informed in this way, Marketers can integrate appropriate video at calculated points along each customer’s journey. Such provision of custom-content video marketing was previously unachievable. Innovid cites research that says such personalisation increases sales by around 20%.

Personalised ad experiences

Innovid operates on the understanding that it can help marketers engage consumers on a more personal level by tapping into every screen—regardless of size. 

“On the other side of every screen is a unique individual,’ says Zvika Netter, the company’s CEO and co-founder. ‘Innovid is empowering marketers to convert existing TV ads into video that can be tailored for all digital environments and customised for specific consumers, based on past exposure and interactions across all channels,” he said.

While ROI is sure to vary between operations and campaigns, Innovid’s latest release certainly gives the impression of a tool that has the potential to efficiently use data, systems and media to enhance relationships between brands and consumers.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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