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

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.