Ditch Traditional Pre-Roll: Interactive Video & Insights are Waiting For You

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Traditional pre-roll video has served advertisers for countless years. We have placed our ads ahead of content that YouTube deems relevant in reaching our key audience(s).

We believed and accepted that simple video metrics such as cost-per-view (CPV) and click-through-rate (CTR) were the top metrics at our disposal. We ran video after video without measurable insights and learnings about what products, or aspects of the video, the user was individually interested in. 

On average, users are completing pre-roll content at a rate of 76 percent [1]. Whether these audiences are opting into an ad experience, or being forced to watch before skipping, they are still overwhelmingly watching the content that is put in front of them. 

Today’s technology advances present an opportunity for brands and advertisers to connect with viewers in a more engaging way – via active viewing vs. traditional pre-roll’s passive viewing. If users are going to watch content, why not give them the option to interact directly with the brand and its products/services?

Traditional pre-roll providers can deliver you $0.10 CPV’s and CTR’s by audience, but this doesn’t cut it anymore when it comes to video metrics. Interactive video metrics provide you advanced insights into your audiences, the objects users are showcasing interest in and create niche audiences for future re-targeting.

KERV Interactive allows advertisers to uniquely identify an unlimited amount of objects within a video, trace those objects automatically at the pixel level and encourages users to engage with the products/ideas that pique their interest. 

Pre-produced interactive video is broken down into scenes where each object is traced precisely around its pixel edge. Recognizing a gap in the industry, KERV crated a patented solution with pixel edge identification, “glow” technology, that yields the most accurate data insights attainable through video.

Interactive platforms that use traditional “hot spots” or boxes to identify objects can lead to muddy and inaccurate data insights.

Videos made interactive using KERV’s technology can pull specific data on what specific item (shirt, belt, pants, etc.) the user was choosing to engage with.

This organic approach streamlines the user experience by providing shoppers instant gratification. Technology is helping our digital world become more convenient and efficient, and interactive video tech is no different. Brands opting into interactive content are essentially providing targeted users with an added layer of convenience when watching their videos – leading them to the exact product/service/item they showed interest in without wasting any time searching.

Long gone are the days of video leading to a homepage or generic category page. KERV’s interactive overlay removes unnecessary clicks from the online shopping and/or search experience, and thus builds brand trust, loyalty and perception thanks to a streamlined experience. 

Based on a November 2019 eMarketer estimate, users spent an average of 99 minutes per day watching digital video [3]. Nearly 40 minutes of that total are spent on mobile, and nearly 23 minutes are spent on desktop/laptop.

Whether streaming video at home or during a commute, watching branded content, watching video on social or browsing YouTube, users are engaging with content and brands they are passionate about. 

Yankelovich (a marketing research firm) once estimated a person living in a city sees up to 5,000 ads per day. In order to be both seen and heard in this day and age, a brand must find ways to message and engage users on an individual level.

Digital video is experiencing rapid growth, and brands are moving toward interactive video to be able to get direct feedback from consumers by seeing what they choose to engage with in their 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. Interactive video is making its way into the future, and is creating a more seamless ad experience for online users.

Discover how KERV’s platform can boost your video strategy: click here.

References

  1. eMarketer. US Digital Video Ad Performance Metrics: Pre-Roll vs. Mid-Roll Completion Rates, by Content Length, Q2 2019. September 23, 2019.
  2. eMarketer. Effectiveness of Select Digital Platforms’ Audience Targeting Capabilities According to US* Agency/Brand Media Buyers, March 2019. June 4, 2019.
  3. eMarketer. Average Time Spent per Day With Digital Video US, 2017-2021.

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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
    VP of Publisher Development

    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
    VP of 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 of 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 of Digital Strategy

    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 of Media

    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 of Creative

    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
    CFO

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. 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 adtech landscape of digital success.

    Previous 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, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    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
    CTO

    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
    CRO

    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
    President

    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
    CEO

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the 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
    CPO

    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
    COO & Chief Innovation Officer

    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.