Video solution provider Eyeview is bringing personalized video ads to connected TV devices like Roku and Microsoft’s Xbox.
By serving ads through video ad exchanges compatible with smart TVs, Eyeview says it can give brands the reach of a TV ad while delivering custom ad creative that is more relevant for each consumer.
The ads will appear across all broadcast and cable networks available on Roku and Xbox devices, including A&E, CBS, FOX, MTV, PBS, Showtime, and TED.
Eyeview says its technology combines detailed audience data with targeting, programmatic ad buying, and an intelligent advertising creative engine that can develop thousands of personalized ads for each campaign. This enables brands to deliver highly customized messages to an addressable audience, the company says.
In addition, Eyeview says this marks the first time that “this level of personalized digital video advertising will be available on the big screen.”
“The convergence of television and digital video provides brand marketers with new channels to reach addressable audiences at scale,” says Eyeview chief executive Oren Harnevo in a statement. “Connected TVs represent the future for how consumers will watch television and our technology is fundamentally transforming the way ads are created for television by delivering personalized brand messages to the big screen.”
As part of the connected TV product, Eyeview says it can also use smart device targeting to serve messages that have been optimized according to the device, location, and time of day. A consumer could receive one type of message when researching products on their PC, such as promotional product information, and another one designed for their mobile device when they are near the retailer, such as a coupon to drive them directly in the store, Eyeview says.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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