It seems all online ads, except video ads, are targeted. That online video largely isn’t personalized seems odd, since the ad industry jumps on any tech-supporting online assets that move and make noise. For evidence, you need only count recent high-profile video-related acquisitions: AOL-Adap.tv, Facebook-LiveRail, and maybe, possibly Yahoo-BrightRoll.
The problem with these video platforms – at least the ones that serve the demand side – is that they buy too broadly, according to Oren Harnevo, CEO and co-founder of Eyeview.
Eyeview originated as a tool through which brands could personalize their TV ads for specific audiences. Remember that generic car ad you saw on Monday Night Football? Typically, a brand (or its media agency) would simply slap that same ad into an online video preroll.
But imagine the video content shifting to highlight the car’s trunk space and power for an audience of outdoor sports enthusiasts. Or maybe the ad focuses on safety features for an audience of parents.
“With Land Rover, we take their TV ad, create 15 versions with different colors of the car, then we add in a local map for the closest dealer. It feels like a brand ad,” Harnevo said. “You don’t know it’s targeted for you.”
This was and remains Eyeview’s value proposition. But there was an initial problem: After Eyeview generated hundreds of thousands of customized assets, a video demand-side platform (DSP) would make the buy without doing any real audience targeting, which Harnevo said undermined Eyeview’s performance.
Consequently, Eyeview built an in-house DSP in 2012. “We still have the potential to work with other DSPs, but we need to affect the decision of the buy, because otherwise they’ll just buy GRPs and demos,” Harnevo said.
Eyeview’s clients include Expedia, Macy’s, Mercedes, Target and Lowe’s. And it’s quickly increasing its staff: Eyeview has 90 employees, up from 40 last year and 20 the year before, Harnevo said, and it anticipates a staff of 150 in 2015.
Harnevo spoke with AdExchanger.
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