How Interactive Video is Solving Ad Performance for Marketers

kerv product being used on car exterior and interior

Video measurement in the advertising technology industry is an interesting beast. The current industry measure of value for a standard in-stream video ad is determined by completed views, and if the video was viewable on a human user’s screen (sometimes audibility is added in there, but you catch my drift). The industry says that a completed view of a video ad is one of, if not the primary, KPI for the format.

With this in mind, advertisers tend to create shorter ads to increase completed views, so all is well in performance land. The problem digital marketers face with this is it’s an ineffective measure to determine video campaign success. There is no way to really know if your video ad was actually viewed attentively, or if the viewer disregarded the ad all together.

I agree that verified, “human-time” spent with consumers is the goal for your advertisement, but forcing the performance, by simply cutting an ad’s time duration down, is nearly fraudulent. I love the idea of opt-in video, but then the intention data is a bit grey as you know very well why the user chose to interact. People chose to interact so they can have an ad-free environment, and also to get back to their content.

Advertisers and marketers should be measuring video success based on engagement and time spent with their brand.

At KERV our immediate answer to this ongoing performance obstacle is to wrap interactivity on in-stream and pre-roll video ads. The content can be skipped, doesn’t have to be interacted with and simply gives existing placement more dimension and intelligence into interest.

If a video is of interest, the consumer can lean-in and learn more. More specifically, the consumer can even directly click out if that is what they want to do.

Say someone watching your ad likes a camera, vacuum or a jacket – whatever is featured in the video – the KERV Interactive experience can provide feature information and click-to-purchase options, for each object uniquely, right inside of the in-stream experience. The intelligence can also allow you to analyze the difference in the initial interaction versus the click, time spent with unique or grouped objects along with so much more.

At the end of the day, interactive content enables the user/consumer to spend more time with a brand’s video – regardless of the video length. The time users spend interacting with a video has proven to be longer than the original asset’s length. Interactive video provides advertisers a new solution for significantly increasing the performance and engagement of a video ad without cutting the ad down in length. We actually recommend 30 to 60 second assets over 15 seconds to allow the consumer time to lean into the experience.

KERV is solving problems in a way where information is being shared with users without taking them out of their current experience. Interactive technology provides convenience for users in the sense that they are taken directly to products, destinations or services – each object can have a unique link-out URL. This helps active users, who are interested in taking the next step with your brand, receive information and access more easily and efficiently.

Our interactive, ad tech platform isn’t shortening the ads. Instead, KERV maximizes the content’s time, and, in turn, gains earned time spent in front of valued consumers.

As we solve these problems for consumers and brands alike, we are also paving the way for a whole new data game for the video advertising industry. KERV is capturing the interest and intent data as users organically interact with any processed video.

At KERV, we have first-party data, organized by user agent, down to the object-level. We can report out on high-value scenes, objects as well as slice-and-dice by user segment, device, etc.

Without the organic and precise nature of our technology, the data would be unorganized. Even worse, without the precision, the data wouldn’t be able to point towards the consumer’s true intention or interest.

KERV can tell you if a user is more likely to buy a product of a certain color or category, and even if the user is in-market to buy groups of products. All of this data is based on the consumer’s organic interactions within our video experience.

Creating an interactive video with KERV is easier than you think. We don’t need custom-made videos. All we need is quality video creative, clean supply and strategic user groups.

KERV is a data-driven video lab.

Click here to learn more and connect with us for any questions.

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Rich Kentopp
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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
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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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    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
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    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
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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
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    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
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    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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    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
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    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
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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.