Cannes Lions: Navigating The CTV Revolution With AI And Video-Level Contextual Data, Part 2
How The IRIS-Enabled Partner Ecosystem Is Making It Easier To Target CTV Viewers With Precision At Scale
We sat down with a few of the company’s IRIS-enabled partners at Cannes Lions to discuss how their solutions are helping advertisers target viewers when they are most likely to watch an ad, remember it, and convert.
Atmosphere: Extending Relevance Outside of the Home
Atmosphere is one of the largest streaming TV platforms built for businesses. It offers fun, viral-style entertainment for customers and the ability to run digital signage on the TVs inside businesses. When it comes to digital out-of-home (DOOH), capturing viewer attention is critical. Eye-tracking research by the Tobii revealed that video-level contextual targeting drives 4X higher viewer attention. As an IRIS-enabled supply partner, Atmosphere provides advertisers with enhanced geo and contextual targeting across 60K+ locations.
Learn more about Atmosphere from CEO Blake Sabatinelli
Future Today: Leveraging the IRIS_ID to Increase Yield And Revenue In CTV
Future Today's advertising video-on-demand platform (AVOD) contains a portfolio of hundreds of owned & operated CTV channels including Fawesome, The LEGO Channel, FilmRise, iFood, WatchFreeFlix, EncourageTV, BratTV, and HappyKids, all free to the consumer. The Future Today portfolio of channels reaches over 50 million households through 300+ channels that house a massive catalog of 275k+ film, television, and digital content assets from 350+ content partners.
As an IRIS-enabled supply partner, Future Today receives demand from private marketplace deals sourced from IRIS.TV’s contextual data marketplace. After seeing increasing revenue, Future Today began leveraging insight from these deals to target their direct video-level contextual ad campaigns.
“Our integration with IRIS.TV has been a game changer, enabling us to maximize the value of our world-class premium content and empowering our team with the tools to create new revenue streams and drive higher yields,” said Vikrant Mathur, CEO, Future Today. “With IRIS-enabled contextual intelligence, we are thrilled that we can create better viewing experiences for viewers while providing advertisers with a greater ability to reach their target audiences in the moments that matter.”
IRIS-enabled supply partners include LG Ad Solutions, Vizio Ads, Samsung, Univision, Xumo, and account for over 500 billion monthly impressions, millions of viewers, thousands of premium apps and FAST channels.
Read how Future Today is driving six-figure quarterly revenue increases and a 20% higher eCPM.
GumGum: Reaching Consumers When They Are Watching the Content They Love
GumGum’s contextual intelligence technology, Verity™, scans text, image, audio and video to derive human-like understandings. As a member of IRIS.TV’s contextual data marketplace, Verity can apply its AI solutions to CTV, enabling advertisers to target viewers when they are watching programming that aligns with their interests.
Learn more about GumGum’s Verity from CEO Phil Schraeder
Sightly: Reaching Consumers That Share Your Values
Sightly is a leader in real-time marketing and intelligence, driven by each brand’s unique perspective, opinions and outcomes. As a member of IRIS.TV’s contextual data marketplace, Sightly’s Brand Mentality® platform, allows marketers to use their brand’s unique DNA to target relevant, brand-suitable video inventory across thousands of IRIS-enabled supply partners and hundreds of billions of monthly video impressions via the IRIS_ID.
Learn more about Sightly from VP of Partnerships Annalise Curvelo
Reticle: Reaching Consumers with Emotional Resonance
Reticle is an AI system specializing in emotional comprehension and expression. As a member of IRIS.TV’s contextual data marketplace, Reticle analyzes all IRIS-enabled supply partners' content, classifying it into emotional categories. Brands use Reticle’s data to match an ad's emotional intent with placements where audiences are most receptive to that emotion.
Learn more about Reticle from Co-founder Josh Rosen
Pixability: Reaching Consumers in Brand-Suitable Moments
Pixability has been a leader in brand suitability data for video advertising on YouTube and other leading connected TV (CTV) platforms. As a member of IRIS.TV’s contextual data marketplace, the company brings its unique approach to AI to allow advertisers to align their ads in CTV content that is both contextually relevant and brand-suitable according to the Global Alliance for Responsible Media’s (GARM) framework.
Learn more about Pixability from Chief Product Officer Jackie Paulino in this article in TVREV.
IRIS.TV’s contextual data marketplace includes a growing list of AI-powered solutions for contextual, emotion, and brand suitability, including Captify, 4D, GumGum, Illuma, IAS, KERV.ai, Pixability, Reticle, Sightly, Silverpush, and Sounder. Advertisers can select from prebuilt marketplace deals from the company’s deal library or request to build a custom deal.