TheViewPoint, a SaaS video ad monetisation platform for CTV/OTT publishers, partnered with Undertone, a leader in data-driven, Intelligent High Impact campaigns, to join forces in the acceleration of Interactive CTV ad formats.

High Impact campaigns allow advertisers to create personalised and immersive ad experiences, transforming the way they deliver messages to customers. As for CTV publishers, these ads drive higher CPMs and revenue in comparison to traditional ad formats. So, this is a win-win for both sides.

“There are many reasons our demand clients come to us, but two of the most important are our award winning creative services and premium supply network. Supporting interactive CTV ads and partnering with TheViewPoint enhances our ability to do both. High quality design, verified audiences, premium content and maximum engagement make quite the quadfecta,” said Jon Matthews, VP publisher development at Undertone.

Interactive CTV ads, represented by shoppable galleries, QR codes, and TV-to-Mobile elements, are still new to the industry. Yet, they have already proved to increase viewers’ engagement and ad conversion rates.

This partnership enables TheViewPoint to help CTV publishers in refining their ad placements with high impact creatives, powered by Undertone, aimed at capturing viewers’ attention and creating emotional connections between consumers and brands.

“Ultimately, the priority for CTV publishers and advertisers is user experience, and ICTV enhances it immensely. While it reconsiders ad placements as we know them, it also gives brands new touchpoints for interacting with their target audiences. From publishers’ perspectives, it’s a great chance to maximise their results and stay aligned with the dynamic CTV ecosystem,” comments Daniel Elad, CSO at TheViewPoint.