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Infillion is looking to scale up interactive video.
Today, the digital ad platform announced the launch of IDVx, a new solution that brings scalable and measurable interactive video programmatically to connected TV, desktop, and mobile.
The offering—powered by Infillion’s CTV engagement platform, TrueX, and the company’s creative studio—is customizable for digital and video buyers with key performance indicators at any stage in the purchase funnel, according to the company.
It works like this: Advertisers bring their targeting to Infillion, which can also expand targeting through its own solutions, and then Infillion builds creative interactive video using a brand’s own assets. Additionally, the company can utilize its own in-house studio to build creative ads in under one week. And all solutions are focused on achieving a brand’s own KPIs.
Among the executions, the creative can include: shoppable ads; a carousel of products and features; polls and quizzes; hotspot videos where viewers can click on specific parts of the ad or product to learn more information; and even branching videos where consumers can have their own clickable journey, all while staying on one screen.
“When you look at true engagement, being able to do things beyond just scanning a QR code and going to another device and actually being able to do it in-unit, we knew that that would be a powerful engagement device,” Laurel Rossi, chief marketing officer and chief revenue officer at Infillion, told ADWEEK. “And so pretty much anything that you can do from an interactive standpoint, we wanted to make into a programmatic format that is a great user experience.”
See an example below of how a consumer could interact with an iRobot spot, clicking on multiple videos within one ad:
The new offering continues a trend of publishers and tech companies rolling out new shoppable solutions. Among other recent executions, NBCUniversal launched a virtual concessions feature during the 2024 Summer Olympic Games in Paris that lets consumers order food and drink items on demand while watching programming.