Innovid inks marketing cloud deals meaning advertisers can orchestrate videos across screens

Innovid can now pass user intent data to brands' martech providers to better conduct campaigns across screens

In a sign of the ever-converging worlds of adtech and martech, Innovid has today (December 6) announced integrations with Adobe, IBM and Oracle for the launch of its Innovid Marketing Cloud Suite, with consumer packaged goods (CPG) provider ConAgra employing the new tool at launch.

The new suite lets advertisers personalize the video ads they serve to consumers as part of their wider marketing campaigns by passing user internet data between the Innovid Marketing Cloud Suite and their chosen martech partner, via way of the integration with the three martech giants.

For instance, if a user searches a hotel brand’s website for rooms in a specific city (but does not book instantly) the hotel’s marketing cloud provider can send this behavioral data to Innovid, meaning the advertiser can later serve the same user with a video ad for a specific outlet (as opposed to a generic one), while they are on an appropriate website.

Equally, the technology integrations mean that Innovid can also pass data back to an advertiser’s corresponding martech provider, so it can then serve audiences with appropriate offers based on video ads they have earlier interacted with on behalf of the brand.

Video advertising specialist Innovid claims this is the first integration of its kind, as it helps marketers break the silos between their different marketing channels (see graph above).

ConAgra Brands – a multi-billion dollar company which owns of a host of household brands (see image below for some examples) – is a launch partner, with Heather Dumford, marketing director for the CPG giant, claiming it was an important part of its drive to provide consistent marketing messages across channels, and that video would play an increasingly important role in this strategy.

Innovid CEO Zvika Netter, said: “Innovid is empowering marketers to convert existing TV ads into video that can be tailored for all digital environments and customized for specific consumers, based on past exposure and interactions across all channels.”

Research published earlier today conducted by Forrester Research, and commissioned by SteelHouse, indicated that because 58% of US adults are now multi-device users, they increasingly expect brands to deliver relevant interactions at the right place and time and within context.

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