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Video — and interactive video, too — is taking over more and more screens. More engaging for consumers, video is now seen as more effective than other forms of marketing.

Open ad management company Sizmek, and BrightLine, a market leader for advanced TV advertising, just teamed up to help brands deliver interactive video experiences across all a multitude of screens: desktop, mobile, tablet, and OTT platforms.

The firms will offer an omni-screen and platform-neutral solution via which marketers can share interactive TV ads.

“While achieving the highest consumer engagement rate across all ad formats, interactive video has traditionally been only part of the desktop world, restricting marketers’ ability to reach this engagement level across channels,” the Sizmek team tells us. “The joint offering, combining BrightLine’s interactive, dynamic OTT ad solutions with Sizmek’s HTML5 VPAID technology, enables marketers to replicate the video experience from the desktop across all screens.”

Additionally, publishers and ad networks will be able to bundle omni-screen video features with their media sell.

According to industry data, OTT is the fastest growing source for digital video. That’s bolstered by the fact that 74 percent of households now have Internet-connected televisions.

“Media agencies, creative agencies and publishers now have an economical option to reach audiences across screens with interactive video, going beyond the desktop,” said Mark Grether, the Executive Chairman at Sizmek. “Brands would have had to design creatives for each different type of screen, and work with each Connected TV provider to execute – a costly and time-consuming effort.”

This new partnership should boost the ability of marketers to fully capitalize on the explosive growth of video viewing on connected TVs and over-the-top devices.

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