Not All Content Is Created Equal

In this video from on “TVREV In Cannes” series, KERV Interactive CRO Jay Wolff explains why everyone needs to “KERV it”, why attention metrics are so important and why not all content is created equal.

JAY WOLFF: So we've coined a word KERV It, almost like a verb. We're trying to get that into the vernacular of agencies, that if you have a piece of content, you can make it work harder, work smarter. If you don't KERV It, you're missing out.

And what we mean by KERVing it is we create more touch points in video. We focus on creating more opportunities to interact, to transact, right, to attention. Without KERV, you used to have to build manual creative and manual processes. It takes weeks to build interactive video. Now you can do it within minutes. I think that part of cutting down time is really helping agencies thrive.

Then when you add the performance variable, business outcomes, it's really important to the future of our ecosystem. What I'm most excited about is there's this attention variable out there that a lot of folks are talking about. A lot of companies are focused on attention, but they're focused on where the attention is on the page. And what KERV is doing is focused in on the attention in the content and being able to measure that and optimize against it.

I think we're going to see a whole new variable of how creative is going to work harder, but the insights and the data you get from video is compelling. And creating a metric and a unified metric against that, I think it's going to be very important for the rest of the year. I think all content isn't created equal. I think ads are becoming personalized experiences. The way that it's optimized can change. And I'm excited about our active attention variable that helps advertisers and publishers get more attention from video content.