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Interactive Video Has to Demonstrate Its Value to Consumers to be Effective

Tim Cross  22 October, 2019

Interactive elements can give real value both to consumers and to brands says Beth-Ann Eason, president at Innovid, but advertisers must have a clear understanding of what purpose it serves within the campaign. Plus, the ad itself must give a consumers a clear idea of what they get from interacting with the ad to maximise the response rate. In this interview, Eason also discusses the importance of first-party data for personalised TV advertising, and the challenges with measurement on connected-TV. Filmed at New Video Frontiers 2019 in London.

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