Innovid Links TV Creative Targeting with Purchase Data

Video analytics tech developer Innovid has launched a solution allowing marketers to dynamically customize connected TV and over-the-top (OTT) ads, based on purchase data-driven CPG audience segments from Nielsen Catalina Solutions (NCS).

Innovid provides MRC-accredited tools to create, deliver and measure video campaigns. These capture consumer engagement with proprietary real-time analytics and reporting, delivering insight into ad viewability, engagement, awareness and social media sharing. The new service combines Innovid's platform for connected TV and OTT video delivery and advanced analytics with shopper insights from NCS's purchase dataset, including Catalina's shopper database and Nielsen's Marketing Cloud data management platform. As a result, says Innovid, marketers will be able to reach the most relevant households based on their purchase behavior.

Carl Spaulding, NCS's EVP of Strategy, says marketers can now be confident that the right creative will be delivered to the right audience. Innovid co-founder and Chief Technology Officer Tal Chalozin (pictured) adds: 'The world of captive viewer attention is gone and now our mission is to reward viewers' attention with the most relevant stories and gorgeous experiences, using technology to generate learnings. This is the future of TV and we are committed to build the technologies to make it happen'.

Web site: www.innovid.com and www.ncsolutions.com .