New Ad Offering Promises to Bring Scalable, Interactive Video to Programmatic

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.

However, Rossi noted that IDVx has special features that set it apart.

In order to increase engagement, Rossi explained that IDVx optimizes campaigns to drive higher brand lift and purchase intent. According to the company, those numbers include achieving a 2% interaction rate and a 90%+ video completion rate benchmark.

“Other products on the market are a little bit different because you could simply hover over something, and that counts as an interaction or an engagement,” Rossi said. “We don’t talk about it that way. It’s not, ‘I accidentally rolled my mouse over something.’ This is about true interaction with anything in the ad that the client established as an important metric.”

Based on a beta test, Infillion said Cint, a global software and tech company, found that IDVx campaigns resulted in a 7% increase in product awareness, an 8% lift in product familiarity, and a 6% lift in purchase consideration.

IDVx is Infillion’s first new product since it acquired MediaMath in 2023, and the solution optimizes creative experiences for all environments and platforms within MediaMath’s premium programmatic inventory.

“Being able to have that kind of inventory available, which is on the open web, that’s the real magic,” Rossi said. “Nobody’s really been able to do this in that kind of environment before.”