Innovid, marketing platform for advertisers to create, deliver and measure video experiences on any device, today announced a partnership with MODI Media, GroupM’s advanced television business, to power MODI Media’s over-the-top (OTT) advanced video delivery.

The strategic collaboration strengthens MODI Media’s ability to provide advertisers with smarter analytics to measure Connected TV performance as well as enable the ability to drive deeper consumer engagement with interactive pre-roll.

This announcement comes on the heels of Innovid’s recent expanded ability to deliver video content to over 25 different connected TV devices, including OTT enabled boxes, smart TVs, gaming consoles, and Blu-ray streaming players, and over 1,000 different TV and video apps. This marks the first time that a video marketing platform has allowed advertisers to seamlessly reach viewers on any screen with advanced video creative while providing smarter analytics to measure performance.

Carolyn Bollaci, managing director APAC for Innovid commented: “New Australian Communications and Media Authority research shows that Australians are increasingly using over-the-top (OTT) video streaming services, and our collaboration with GroupM’s MODI Media is proof that the global ad industry is shifting more and more to connected TV.  For the first time in the industry, Innovid has laid the groundwork to enable advertisers to reach consumers on all devices, and we are excited to work locally to help navigate this ever-changing, fragmented landscape,”

“Viewers are consuming television programming on more devices for increased control and a better user experience. This presents marketers with a richer canvas for telling their stories and allows for improved measurement capabilities,” said Michael Bologna, president of MODI Media. “Innovid’s ability to directly serve into the top ad-supported publishers and platforms provides us with analytics that enable near real-time optimization, which is table-stakes for Digital Video, but historically unattainable within traditional Linear TV. As more television is delivered over the internet, having real-time insight into campaign delivery allows MODI to provide our clients with a significant marketplace advantage as we help them navigate this ever-changing, fragmented landscape.”

Innovid’s unprecedented any-screen video platform is a unique market differentiator that meets the growing demand for digital video that goes beyond traditional broadcast and desktop placements, in order to reach viewers on other devices. Innovid’s device footprint includes Amazon Fire, Apple TV, Chromecast, Google Nexus Player, PlayStation, PS Vita, Roku, Samsung Smart TV, Sony Smart TV, TiVo, Xbox 360, Xbox One, and more. MODI Media is leveraging Innovid in part for its ability to serve interactive video ads which allow viewers to engage with the creative and explore additional content, creating a more immersive viewing experience which ultimately increases the amount of time spent with any given brand.

“There’s a growing number of premium video services that people are watching on connected TV devices which creates a massive opportunity for marketers to share their stories on TV while getting the perks of digital such as one-to-one communication and improved metrics,” said Tal Chalozin, co-founder and CTO at Innovid. “We’re excited to live in a world where so many changes in TV are happening and to be in the driver’s seat of those changes. We’re thrilled to work with MODI Media and power the next evolution of television so brands are set up for success today – and in the future.”