• by Ross Fadner , July 6, 2012

Two trends in online video advertising, interactivity and real-time buying, converged on Thursday, as video tech provider Innovid and buying platform TubeMogul struck a partnership giving marketers the ability to manage and execute interactive online video advertising features, real-time bidding and ad placement from within a single dashboard.

More specifically, Innovid’s iRoll product, which lets marketers enhance their online video ads with features like social-sharing tools, dynamic store locators, product carousels, and shopping carts from within the video player, and its engagement metrics will now be accessible from TubeMogul’s platform in real-time.

Marketers will also be able to compare the performance of the interactive units, which are sold on a cost per engagement basis, alongside standard pre-roll, mobile, connected TV, and other video formats.

“Video is already inherently one of the best branding mediums, so to add the opportunity to allow viewers to explore a product more deeply and actually purchase it right from the video player, creates a huge potential upside for brand marketers,” said Brett Wilson, CEO and Co-Founder of TubeMogul.

“Adding interactivity to targeted real-time buying of video advertising makes for a powerful combination,” said Dewayne Hankins, Director of New Media at AEG Sports. "Rather than simply having viewers click through to a site, viewers can learn within the ad itself in a way that is customized to them, like automatically displaying available game tickets for an upcoming match."