• by Daisy Whitney , Op-Ed Contributor, August 9, 2012

Most online video ads start with a TV spot. That’s the reality of the creative process at many brands and agencies, and this kind of repurposing may end up working well as a jumping-off point for interactivity in digital video ads.

As a case in point, consider a new partnership between Univision and multiscreen ad platform Mixpo. The two have paired up to introduce an interactive ad tool they call Base Media Plus that will allow Univision clients to run ads on-air and with interactivity across the Web, mobile phones, tablets and apps via one tech provider.

Univision -- which often wins the TV ratings race on any given night -- has been steadily growing its base of advertisers each year, and expanding its digital presence too. The network said it will use the Mixpo platform to let those clients run interactive video ads across all venues. That would mean taking existing TV ads and layering in Mixpo’s interactive features such as video galleries, social media links, surveys and polls, tune-in messages, mobile alert signups, or even localized maps, directions, deals, and coupons.

The Mixpo-Univision pair-up is noteworthy given the attention that marketers are placing on interactive ads. The Interactive Advertising Bureau has said that it expects about half of all online video ads to be interactive in two years.

The partnership also speaks to another growing trend -- marketers and programmers want to work with fewer vendors, and that’s why vendors have been bolstering their suite of products to offer one-stop shops to brands. As an example, personalized ad tech provider Eyeview recently said it has expanded its toolset across all screens due to advertiser demand.

My prediction? Look for more of these deals in the coming months as tech providers try to capitalize on the advertiser desire to simplify the number of vendors.