8 Ways Interactive Video is Helping Brands Advertise

kerv product being used on hat a woman is wearing

Interactive video has been more frequently discussed in the online advertising and digital marketing spaces. A relatively new advertising concept that is gaining traction from major brands such as Carhartt, Troy-Bilt, Fisher & Paykel and more.

Our world is becoming more advanced and seamless thanks to technological advances such as AI and machine learning. Interactive video is no exception to this. Making your online video advertisement “interactive” essentially creates an all-in-one experience that is not disruptive to the user’s viewing experience.

Think of it this way: have you ever seen a person, place or item in a video that you weren’t able to locate from a quick Google search? That’s where interactive video comes in. As consumers are watching a video on any device, they can easily tap to learn more about specific products, features, history and pricing as well as click-to-purchase – all from within the video.

Here are a few ways that interactive video can help brands advertise:

1. Convert More Sales with Shoppable Video

Interactive video creates huge opportunities for digital advertisers to monetize inside the video, instead of before or after. Individual objects are automatically identified, and made clickable, so users can click-to-purchase directly from the video ad.

While the shoppable aspect has proven to be of major value for retail brands, interactive video can be a lot more than just shoppable. When you think about consumers’ purchase patterns, it is not common that people buy items without doing a little research beforehand. This is where the informative aspect shows value.

2. Tell Multiple Stories at Once

The evolution of digital marketing and technology now allows brands to tell multiple stories at once and add layers of participation to their videos. Your video can create an even richer experience for audiences by adding extra, informative layers to the story.

Each clickable object comes with unique descriptions that are customizable to describe products, services, etc. Links can also go beyond simply connecting people with products and be used to help the audience engage more deeply with a topic.

Travel brands have seen value in interactive technology for bringing tourists closer together with their destinations. Travelers are able to directly click within a video for information about unique neighborhoods, entertainment, culture, restaurants and more.

3. Generate Higher Video Engagement and ROI

Brands and advertisers are constantly tasked with the challenge of better connecting with audiences. Interactive video turns passive viewers into active participants and outperforms standard in-stream video 100 percent of the time.

KERV’s interactive video technology helps brands achieve 10 times higher video engagement, six times higher interaction rates and four times more time spent with your brand. Tested over 100 million unique users, KERV’s platform boasts the highest interaction rates in the industry.

KERV is the only interactive video technology that can identify objects at their pixel-level. Object-level identification allows brands to include more touch points for users to interact with. More points of interest mean more opportunities for users to engage, which creates higher engagement and interaction rates.

4. Increase Brand Awareness

Did you know 73 percent of advertisers and 89 percent of agencies aim to uplift brand awareness with digital video advertising campaigns? It is important to invest in audiences who are investing their time and money into your brand.

Advertisers need to integrate brand presence within content and make it something that viewers want to engage with by welcoming it as part of their experience. Essentially, content itself is now advertising and the best way to take advantage of that is by making it interactive.

Having access to information within a video ad can establish a deeper connection with audiences, and their understanding of your brand. While pre-roll can be forced upon viewers ahead of content, its presence is ultimately ineffective in that it cannot compel views or force engagement.

5. Understand Your Consumer Journey 

Digital video is experiencing a rapid growth, and KERV’s vision is to improve the video and television paradigm for both advertisers and brands. Brands continue to shift toward interactive video marketing as they are able to see specifically what consumers are choosing to engage with.

Interactive content creates a multi-touch user journey within your videos. On the front end, multiple stories are told simultaneously to consumers with many touch points and link-out opportunities. On the back end, advertisers and brands receive unmatched data that tells the story of their consumer’s journey.

The data tells the story to brands of what scenes, frames, objects, etc. performed the best with their audiences. Brands then have the ability to use this information when creating new video ads and deliver powerful new stories.

“Our initiative for the campaign was to deliver new, interactive content to the right audiences in targeted environments to enhance the consumer experience with the Carhartt brand,” said Janet Ries, Vice President of Marketing at Carhartt. “On the front end, this created a new and immersive ad experience for consumers, but on the back end, it yielded new data points, user behaviors and trends that informed all aspects of the campaign.”

6. Receive Unmatched Data and Optimization

The value of interactive video shines with data. KERV provides 15+ entirely new data points to report and optimize against, on top of the standard industry metrics. This data advancement adds more accountability to your video content than ever before. The ability to receive and analyze powerful insights, in real time, are important for any online advertiser these days.

KERV’s object-level precision is an added benefit for the data aspect, by allowing for unmatched accuracy of reporting.

7. Add Accountability to Your Video

Do you know what’s wrong with the current industry measure of value for a static video? Completed views, or if the video was displayed on the user’s screen, is and ineffective measure to determine your video campaign’s success.

The problem advertisers face with this current measure is that there’s no way of really knowing if the ad was viewed or if the user was interested – the current measure is not about engagement or time spent with the brand. Turning your video ads into an interactive experience adds trackable accountability to your content.

8. Create an All-in-One Experience for Audiences

By 2022, online videos will make up more than 82 percent of all consumer internet traffic. Interactive video creates an all-in-one experience for online audiences. Adding layers of convenience, audiences are rewarded with the luxury of a non-disruptive, website capability within your video experience.

Interactive video is making its way into the future and is creating a more seamless ad experience for online users.

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Rich Kentopp
VP, Product Management

After his career of being a pastor and touring musician, Rich started his technology career almost a decade ago with many of the KERV leadership at Lin Digital. Since then he has been a Product leader at three different scaling startups, learning how to build valuable products with teams who love to work together.

Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.

    Brad Quinn
    SVP, Enterprise & Publisher Partnerships

    Brad Quinn is the SVP, Enterprise & Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP, Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP, Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP, Technical Partnerships

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP, Creative Strategy & Design

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP, UX & Design

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman
    Chief Financial Officer

    Michael is currently the CFO of KERV Interactive in addition to being an Executive in Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. A seasoned C-Suite executive with a broad array of expertise in Accounting, Financial Planning, M&A, Board Governance and External Commercial Banking and Private Equity Relationships.

    Prior to KERV Interactive Michael was the CFO and current Board Member at Digital Remedy, a privately held media execution company supporting agencies, publishers, and brands in navigating the complex ad tech landscape of digital success.

    Prior to Digital Remedy Michael spent 20 years at Cablevision and Rainbow Media Holdings
    during which he was instrumental in the launch and management of multiple Regional sports networks and a number of National Cable Networks including American Movie Classics (AMC), Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM.

    Additionally, Michael played lead finance role in the acquisition of a number of professional sports teams including Madison Square Garden, the successful IPO of Cablevision, and a tracking stock at Rainbow Media. Michael was also involved in the creation and successful launch of Rainbow Advertising Sales, one of the cable industry’s first local advertising sales rep firms and has married his linear experience with a robust understanding of the intricacies of new media, creating a unique skill-set.

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis and spending time with his wife and three adult children.

    Taylor Pate
    Chief Technology Officer

    Taylor Pate is the CTO at KERV Interactive, with over 16 years of experience in the advertising and creative industry, known among his peers as a technical and creative powerhouse.

    Taylor’s career began in 2008 as an animator and art director, specializing in the design and production of interactive art. He created 3D illustrations for advertisers such as HP and Dell, and developed 3D animations and tools for top video game series including Club Penguin and The Sims.

    Transitioning to focus on automation, e-commerce, and software development, Taylor joined LIN Digital in Austin, Texas. Over five years, he built a powerful framework to automate the production of thousands of rich media ads annually, developed high-performance ads for major brands, and led the engineering of PHNX, the company’s order management system that processed millions of dollars in ad campaigns monthly. He concluded his tenure at Nexstar Digital as Director of Engineering, leading a team of over 16 engineers and product managers before taking on his current role at KERV Interactive.

    Jay Wolff
    Chief Revenue Officer

    Jay Wolff is currently the Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships. In addition to KERV, Jay is the President of 212NYC, New York’s leading organization for the digital advertising and the media industry. 212NYC’s mission is to build a better advertising industry by providing the programming, tools, and thought leadership to help move the industry forward.

    Jay’s expertise in scaling significant revenue and partner growth in the advertising industry spans 20 years. Most recently, Jay served as Chief Revenue Officer of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up to $100M in revenue. Jay has been tapped for industry thought leadership and panel participation by the likes of Mediapost, Ad Age, and Digiday. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Originally from Armonk, NY, Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. Jay resides in Rye Brook, NY with his wife, darling daughter, Olivia, and newborn son, Logan.

    Dan Bienenfeld

    Dan Bienenfeld is currently the Co-Founder and President of KERV Interactive and a seasoned serial entrepreneur who has built startups for more than 35 years. Before joining KERV he has founded seven startups and architected successful exits for a number of them. For four years, he served as CEO of TimeCard Specialists, which created a cutting-edge time attendance software app that streamlined payroll for union members in the TV, film, and commercial industries. TimeCard Specialists was sold in 2016.

    Before that, he was CEO of Total Vision Care for nearly eight years. Total Vision Care built one of the largest mobile diagnostic services in eye care. This service provided ophthalmologists & optometrists with state of the art equipment and licensed technicians right in their own practice to diagnose various eye diseases.

    Gary Mittman
    Chief Executive Officer

    Gary Mittman is currently the Co-Founder and CEO of KERV Interactive and brings more than 30 years in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before joining KERV he held numerous top-ranking leadership roles; Founder & President of Nami Media (which was acquired by Lin/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development – Direct Response at Western International Media leading the team in the new frontier of Infomercials.

    Gary brings a decade of experience in the entertainment industry, including managing all tier one acts booking for New York City’s premiere performance nightclub “The Ritz” as its Executive Manager and Booking Agent, Executive Producer of the first MTV concert series “Live At The Ritz”, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    Chief Innovation Officer

    Marika Roque is currently in her second year as the Chief Innovation Officer at KERV Interactive, following four years as the company’s Chief Operating Officer. She is recognized for her expertise in digital media, data, and organizational infrastructures, with over 15 years of professional leadership experience. Prior to joining KERV, Marika worked as the Vice President of Digital Operations for Mass², a division of the multi-billion-dollar corporation Nexstar Digital LLC. Before that, she served as Vice President of Digital Media & Activation at LIN Digital and Nexstar, leading several departments while advising leadership on digital strategy during multiple acquisitions, including Media General, LKQD, Yashi, Dedicated Media, Federated Media, etc..

    Marika has held senior-level positions with leading agency and digital technology teams in Austin, Texas, including Sizmek and GSD&M, a subsidiary of the Omnicom Group. She also spent several years in Chicago working for FCB Global and Starcom MediaVest Group, a division of the Publicis Groupe. At Starcom, she played a key role in creating the first agency-side programmatic pipelines, contributing to what the industry now refers to as an agency trading desk. Her extensive experience in programmatic advertising dates back to its inception. She also worked on global client strategy and activation for brands like Newell Rubbermaid and their subsidiaries, including Paper Mate and Sharpie, as well as Microsoft B2B. 

    Marika holds a bachelor’s degree in advertising from The University of Texas at Austin, where she was also a Division I collegiate athlete. Hook ’em.