GroupM's Modi To Use Innovid Video Platform To Deliver Client Content
- by Steve McClellan @mp_mcclellan, May 26, 2016
As more attention and resources are being directed toward cross-device marketing campaigns, GroupM advanced TV unit Modi Media is aligning with Innovid the video marketing platform to deliver cross-screen video content with a focus on living room devices.
New York-based Innovid has recently expanded its ability to deliver video content to over 25 different connected TV devices, including over-the-top (OTT) enabled boxes, smart TVs, gaming consoles, Blu-ray streaming players, and over a thousand different TV and video apps. According to the company the video marketing platform that can deliver content to any screen at scale along with advanced ROI analytics to enable near real-time campaign optimization.
Marketers and advertisers are spending on average more than $10 million annually on digital video, representing an 85% increase from 2 years ago, according to a recent IAB study. And more than 70% of US Internet users will bypass traditional video distribution to stream content via OTT services in 2016 according to eMarketer.
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“Viewers are consuming television programming on more devices for increased control and a better user experience,” said Michael Bologna, president, Modi Media. That’s an opportunity for advertisers if they have the ability to reach those devices with a platform like Innovid, he added, which also has the analytics to optimize and assess campaign performance.
As more video is delivered over the internet to an array of devices, Bologna said Innovid-type platforms will be critical to helping clients navigate the ever-changing landscape.
With each dollar that goes through Modi and addressable TV more generally speaking, does that siphon dollar away from ratings based TV (and hence hurt Nielsen?) Any thoughts much appreciated. Thanks.
The vast majority of TV/video consumption continues to be via TV----like 85- 90% of it. But even if more worthwhile content was available via digital venues and the amount of vewing on such platforms increased, I can't see how this would impact Nielsen. Nielsen is busily at work expanding its rating service to include device usage data for most of the measurable digital platforms. A competitor ,comScore, is doing the same thing, however, the odds clearly favor Nielsen in this contest as the experienced, if somewhat slow to respond, incumbent whose ratings remain the standard "currency" for almost all TV time buys. This doesn't mean that Nielsen is without issues---it has a number of them---but I don't see Nielsen being toppled soon----unless some catastrophic debacle within its rating service suddenly materializes.
Thanks Ed! I'm not implying Nielsen would get toppled, but can they accelerate growth as parts of the business get siphoned off. My guess is 5-10 years from now, Nielsen will still be rating TV and Video. But, as addressability increases, does that present a marginal headwind?