Independent media agency Media Storm had made a deal with Eyeview to further personalize its video offerings.
Charlie Fiordalis, managing director of digital at Media Storm, said that one of the most difficult problems with online video ads is targeting the campaign to reflect viewer location. Eyeview focuses on these location-based techniques and deciphers not only where the person is, but also local trends and the user's audience demographic.
Last year, the companies had worked together on about 20 video advertising campaigns—including DaVinci’s Demons, Teen Wolf and Rectify—that included a call to action. These included tune-in requests specifying which channel you’d need to watch in your city.
“People in New York see a totally different video than people in L.A. That hits a lot of the core challenges we have for tune-in,” Fiordalis explained.
Now, Eyeview’s technology will be the only video platform that Media Storm will use as part of offerings as an end-to-end solution for publisher needs. Other optimizations can include the local time the channel is on and which theaters the movie is playing in. Clients that will benefit from this partnership include FOX, FX, CMT and the Food Network.
"Media Storm is a great partner not only because they’re a market leader with very top-tier tune-in customers, but also because our companies are both focused on leading 1-to-1 video and marketing,” said Tal Risenfeld, Eyeview's vp of sales.
Fiordalis hopes that within a year, the online video targeting technology can be used in television ad campaigns.
“We can use the same creative on television,” he said. “It’s going to move into that and serve across and optimize across all screens at once."
