As online video continues to grow and develop, the need for quality online video advertising is becoming more and more apparent, and one startup is going above and beyond to innovate in this arena. Innovid is a relatively new company that is bringing innovation to online video with their groundbreaking iRoll product, which allows advertisers to create interactive pre-roll ads. Last week I had the opportunity to sit down with Zvika Netter, the CEO and Co-Founder of Innovid, in Tel Aviv. I spoke with Zvika about the inspiration behind Innovid and how the iRoll product works, as well as about Innovid’s recent partnership with Tremor Media.
For those of you that are not familiar with Innovid or their iRoll product, it is definitely worth taking a look. The iRoll technology makes pre-roll interactive, so users can click within the video ad screen to get more information, play games, or engage in other ways. Innovid is taking video ads to a whole new level, giving viewers the chance to interact, engage and willingly spend time with the brands that are being advertised. Check out my video interview with Zvika and then read more about Innovid below.
I also had the chance to speak with Corey Kronengold, Director of Marketing in Innovid’s New York office, via email. I asked Corey about whether or not he thinks interactive pre-roll will make viewers feel more engaged and less frustrated with being “forced” to watch online video ads. He had this to say:
“We are extremely confident that users will find the iRoll to be less frustrating than traditional online ads. Advertisers can shorten their ads by providing more content after a user opts-in, making that waiting period before the content less annoying. Combined with better ad targeting and dynamic messaging, users will increasingly feel more “invited” by advertising rather than “attacked” by it.”
Innovid’s iRoll seems to be on the right track to becoming a mainstream form of online video advertising. According to Corey, “Innovid’s iRoll can be seen on more than 1,700 sites. Some of our most well known publishers include…MTV, VH1, National Geographic, TNT, TBS, Food Network, SyFy and sites like TV.com, CNET, iVillage, Gamespot and many, many more.”
I, for one, am cheering Innovid on. I think there is so much potential in interactive pre-roll. As Corey mentioned, this platform gives viewers the opportunity to opt-in so they feel invited, rather than attacked by online advertising, but that’s not all. By including interactive content in pre-roll ads, brands are able to engage viewers for longer and give them a memorable experience that could potentially last much longer than the traditional 15-second, static pre-roll experience. Take iRoll for a spin in the example below and let us know what you think. What’s your take on the future of online video advertising and the prospects of interactive pre-roll in general?