Video has just been invited to the brand marketing cloud party, courtesy of integration escort Innovid. The new Innovid Marketing Cloud Suite lets marketers link with massive backend systems from Adobe, IBM and Oracle to "synchronize the customer journey across different channels," Zvika Netter, CEO & Co-Founder of Innovid, says in an interview with Beet.tv.
Ad tech vendors are trying to make bank from the digitization of TV advertising. In 2018, US advertisers will spend about $70 billion on TV, according to eMarketer forecasts. Ad tech firms want in on that money, which is why many demand-side platforms (DSPs) hype their advanced TV offerings. There are also telecom firms buying ad tech companies to modernize their ad products. It's becoming more clear that advertisers believe that internet-enabled TV will command large chunks of future ad budgets.
Imagine if advertisers and broadcasters could know, with certainty, which TV shows viewers were watching, for how long and how attentive they were? That's what companies like Samba TV are claiming to offer. Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on some 180m viewing devices. "That consists of smart TVs, STBs, phones, tablets and PCs where we're observing video consumption and ad exposure," Samba TV CEO Ashwin Navin explains in this video interview with Beet.TV. "About 15m of them are smart TVs.
How often does your boss summon you to play Minecraft, or demand that everyone convene urgently in the boardroom for a game of Monopoly? Yet, as Claire Woodcock, strategy manager at digital agency, Razorfish, says: "Adults are no different to children in that we learn best through play." Gamification - using elements of game play to make people engage more with brands, products and company diktats - certainly seems to be thriving. Kingfisher, owner of the B&Q, Brico Depot and Screwfix brands, believes so. It adopted gamification to raise awareness of pensions and savings among its 36,000 employees.
Virtual reality is no longer in the future, it's here and now - figuring out what that means is the next step. To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding. "Brands can achieve sustainable competitive advantage from focusing on the consumer experience," the Adobe Marketing Cloud marketing VP tells Beet.TV in this video interview. "It's not about the product we sell anymore, it's about the consumer's experience - buying and using the product. The product is just along for the ride."