You Need Better Holiday Ads

Banner that says You Need Better Holiday Ads

The holidays are almost here and as those jingle bells start jangling their way to us, we want to take a quick moment to chat about what you’re doing with your holiday ads. 

Listen, the market is a little crazy right now. We need to be thinking beyond reaching consumers. Is buying on lower CPMs a win if what you’re buying is spray-and-pray tactics? 

Of course, it’s not. But you do need to make sure you’re reaching the consumer. You just want to make sure you’re using the right partners and technology to reach the right consumer, and that you’re doing so efficiently. 

What we’re saying is this: If you’re not working with KERV, you’re missing out on some pretty big opportunities to maximize your ad spend. 

Social is a direct path to purchase

Thinking about how big social commerce is right now? Us too. 

According to eMarketer, the number of social commerce buyers is set to reach 102.6 million by the end of 2022 (holy sh*t, right?). It also turns out that 40% of Gen Z prefer using TikTok (and Instagram) for search over Google. 

Usually, advertisers think of social as an upper funnel tactic. It’s a place of discovery, where consumers see and hear about products that might pique their interest. 

We’re saying it’s time to scrap that way of thinking. Sure, discovery is still a big part of the consumer experience on social. We’re not denying that. But with interactive and shoppable capabilities, the impact of social media just got a lot bigger (remember—102.6 million $$). 

Of course, only KERV’s technology allows advertisers to make a real impact on the purchasing funnel with social. Due to our patented technology, our TikTok integration is the only one that can correlate user interactions with products to optimize TikTok ads in real time, insights that can also be used beyond TikTok.

So if a consumer interacts with a sweater in a brand video, the advertiser can glean insights that not only improves their TikTok ad optimizations but can also be used to inform campaigns on any platform or site outside of TikTok. Why does that matter? Because a consumer choosing to interact with a specific item in a video shows a level of intent that you don’t get from simply using views to guide campaign strategies.   

CTV ads should be about more than reach

This philosophy on consumer intent is the guiding force behind KERV’s products, including CTV. As we discussed, interactive and shoppable technology has changed consumer behavior on social—but don’t sleep on CTV. 

Audiences have always wanted to shop the items they see on screen. Fun fact—a Pottery Barn representative confirmed in a 2004 interview that sales go up for them every time the notorious Friends episode airs where Rachel buys every piece of furniture for her and Phoebe’s apartment from the famous furniture brand. 

Which is great confirmation for advertisers. (Woo! Product placement works!) But imagine how many more sales you could get if viewers had a frictionless shopping experience directly from the show they’re watching. 

The thing is, they can—as long as the industry leans into interactive and shoppable innovations. 

Right now, the industry focuses too much on attention. These reach-based measurements treat all views as though they’re equal, and we know they’re not. Interactive and shoppable capabilities have the power to unlock new insights because it captures authentic consumer actions, so let’s use that power wisely. 

With KERV TV, for example, advertisers are able to see what scenes and objects each viewer is engaging with and use these insights to inform stronger sequential messaging. Consumers get a seamless shopping experience at the exact moment they want to shop for an item. And publishers get more opportunities to monetize their content. Everyone wins. 

Do you understand the digital consumer? KERV does

At the heart of it all, advertisers need to create consumer-first experiences. It’s the why behind everything we do at KERV—from online video to social to CTV. We see interactive technology as the gateway to implementing campaigns that actually address consumer wants and needs. 

We look at the how and why behind consumer shopping habits and build our product features around them. 

For example, we know this holiday season is going to be different. Inflation is at an all-time high and we know that means changes in consumer spending. They’ll be scouring stores for the best prices they can find. So it was a no-brainer for us to introduce the Verified Lowest Price feature to KERV Shop. 

And inflation isn’t the only heavy hitter this season (of course not, it couldn’t be that easy!). Consumers and brands alike are also being hit by supply chain issues. Enter KERV’s Companion Cluster feature, which uses customer parameters (location, day-parting, weather triggers—you get the gist) to determine which product tiles to load for that consumer. So say the store near them is sold out of a specific product shown in the video. No big deal—we’ll just swap in a similar product that is available instead. 

The point is consumer expectations and experiences change as rapidly as the latest social media trends. And historically, advertisers have been slow to adapt. In fact, we’d say the industry is overdue for a change in approach. 

What’s the solution? Partnering with the kind of technology that stays ahead of the trends. Yes, we’re talking about KERV. Not to brag (okay, kind of to brag) but we’re creating solutions that empower consumers and brands. It’s a big deal. 

So if you’re ready to make a true impact with your holiday ads, give us a shout.

Recent Posts

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
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    Brad Quinn is the VP of 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
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    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
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    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
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    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
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    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
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    Michael Fleischman

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    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

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO 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. 

    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.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman

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    Andi Fenster

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    “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
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    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.