• by Steve McClellan  @mp_mcclellan, September 13, 2016

Video marketing platform Innovid and IPG Mediabrands have entered a partnership designed to develop products to manage IPG Mediabrands’ delivery of over-the-top (OTT) video globally.

According to the partners, the collaboration will help IPG Mediabrands’ clients reach audiences at scale with content across multiple devices with innovations such as TV-to-mobile integrations that are designed to enhance user engagement.

The pact, which is being unveiled at this week’s dmexco 2016 conference in Cologne, Germany, is also designed to deliver clients unified analytics to measure and improve connected TV video ad campaigns.

The demexco timing is not coincidental--Innovid will showcase its video marketing solution and analytics capabilities as part of the “Partner Pavilion” inside IPG Mediabrands’ dmexco booth at the conference.  

One of the capabilities on display will be Innovid’s interactive TV-to-mobile (TV2M) technology that allows the viewer to input a mobile phone number with a remote control to receive extra content from a connected TV ad, such as a digital coupon or website address, via text or SMS.

In part the alliance came together because several IPG Mediabrands’ clients are also enterprise clients of Innovid’s video marketing platform.

“As audiences become more segmented across so many different devices, brands are thinking about ways to amplify messaging for greater reach and optimal engagement,” stated Chad Stoller, EVP of global innovation at IPG Mediabrands. “Our collaboration with Innovid allows us to offer our clients cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation, and we believe this shift will drive meaningful engagement.”

Added Tal Chalozin, co-founder and CTO at Innovid: “As television shifts to digital, viewers consuming video content on other devices should get the same seamless experience that they’ve come to know and love from television. At the same time, marketers need better solutions to reach viewers across screens and extract measurements while fostering true viewer engagement.”