Innovid has listed Hulu and Roku among initial partners in its launch of OTT Composer — a new self-service advertising tool that enables brands, agencies and publishers to design interactive ads for connected TV (CTV) devices.
Innovid has considered this product a first of its kind; the composer has enabled users to build interactive videos, create and iterate on a personalized level, and have the ads displayed across OTT and CTV devices. Other partners named have included Apple TV, Samsung, Amazon Fire, PlayStation, Hulu and Fox's true[X], among others.
The product has been made to help relieve some of the friction emitted in the development of interactive video, one of the major roadblocks in distributing branded collateral across today’s fragmented television marketplace.
Tal Chalozin, cofounder and chief technology officer said in a statement: "With the undisputed hyper-growth of CTV that's happening right now, we are beyond thrilled to launch OTT Composer to streamline the execution of interactive video campaigns for the connected, on-demand TV landscape. OTT Composer offers a blueprint for success in creating dynamic TV spots that resonate by helping our customers solve two big pain points—scalability and measurement.
He added: “Our new product suite will help make interactive CTV a reality for the masses, while delivering better measurement, as proven by the Media Rating Council’s (MRC) accreditation of our OTT served video ad impression tracking.”
Hulu was named one of the most recent high-profile additions to the OTT Composer’s partner list. Peter Naylor, senior vice president, head of advertising sales at Hulu said: “Hulu is constantly striving to bring new and enticing offerings to our clients that also provide a compelling advertising experience for the viewer, and we are excited to be able to do so with Innovid. Reducing friction and accelerating the adoption of new formats that are interactive on TV is not just an opportunity, but it’s an imperative for marketers who want to grab viewers’ attention.”
Roku, which, like Hulu, has been predicted to see massive growth in digital ad spend through 2022, has also benefitted the launch. Vikrant Mathur, founder of Roku app developer Future Today added: "It's hard to believe that we can build a project once and seamlessly run it everywhere. We are excited to see the results this technology advancement will yield for our brand."
This announcement has come soon after the Media Ratings Council accredited Innovid’s OTT video ad impression tracking, making it the first in industry to receive accreditation for its measurement methods.