Partnership is Intended to Redefine the Value of Impression Based Video Advertising
Mobiquity Technologies, Inc., a leading provider in next generation advertising technology, and Source Digital, a patented interactive video and advanced commerce platform, announced their partnership to integrate technologies. The confirmed partnership will create a new format of Interactive Shoppable Video Advertisements (“ISVAs”) that engages audiences with more content, product or offer information, and allows eCommerce Purchases from shopping carts directly within video ad units. The Source interactive video ad format introduces a CPA (Cost-per-Action) measurement model, disrupting legacy impression-based CPM structures of video advertising.
The exclusive partnership will take advantage of Source Digital’s proprietary interactive video capabilities and deploy them via Mobiquity’s Advangelists platform in programmatic video marketplaces and with targeted publishing partners.
Digital video advertising grew at a 42% last year according to eMarketer and will continue to see market expansion as 71% of Internet users now log in to an over-the-top (OTT) video service.
“While video is one of the most dominant mediums for communication, unlike search, social media, and all other things that grew up on the Internet, it could not measure true audience engagement in real time until now,” said Hank Frecon, CEO and Co-Founder of Source Digital. “By combining Source with Mobiquity, marketers can now deliver interactive shoppable video advertising at scale and quantify audience actions in a way that is far more trustworthy than counting ‘likes’ or ‘favorites’.”
Source Digital’s platform creates rich interactive consumer data profiles that help advertisers deliver high-quality in-video personalized experiences designed to reward the viewer. Mobiquity’s ‘device graph targeting’ allows advertisers to deliver targeted video ads by building audience categories from a larger set of interest-based web signals than just contextual video attributes. The ISVAs media placement is then purchased programmatically using Mobiquity’s Advangelists platform. The result enables a typically linear model video ad to become interactive and highly measurable marketing that can prove ROAS (Return on Ad Spend).
The partnership was built upon a pilot project between the two companies announced last month that focused on building ISVAs specifically for regional car dealerships and targeted in-market auto purchase intenders. While watching a standard in-stream video ad on mobile, desktop or OTT-enabled devices, a user engages directly within the ad to see more information about offers or products and is provided with options to redeem incentives or add to a shopping cart.
“We believe marketers seeking to leverage the pervasiveness of video ads across the web in 2020 will be looking for better opportunities to tell their brand stories and engage audiences,” said Dean Julia, CEO of Mobiquity. “We were very impressed with the Source interactive video capabilities demonstrated in our first partner project, and are excited to be the exclusive programmatic outlet for Source Digital’s ISVAs, bringing this new video unit to market first.”