Hoppr CEO says make 2021 the year of interactive ads
- Hoppr’s CEO Cyril Daoud says interactivity and other advanced technologies will fuel the growth of Connected TV in 2021 by directly engaging audiences.
- Mr Daoud says brands and networks must look beyond the binary choice of CSAI and SSAI ad deployment to keep Connected TV growing.
- Hoppr releases a Whitepaper on CSAI vs SSAI
Perth, Western Australia – April 29, 2021: As Connected TV becomes mainstream with record audience growth in 2020, the chief executive of a leading digital advertising start up says networks and advertisers must embrace interactive ads to keep the sector’s extraordinary growth going.
Hoppr CEO Cyril Daoud says the Connected TV sector must resist the temptation to simply focus on delivering the same kinds of in-stream and pre-roll ads they’re already showing to newly super-sized audiences.
“2020 was the year of Connected TV. But at Hoppr we think 2021 could be the year of Connected TV advertising if the industry embraces the interactivity that all-digital content can host. Because audiences love adverts as long as they are relevant to them. While Connected TV offers unsurpassed ability to serve the right ads to the right audiences, it also has the power to transform how ads are delivered and make that bond even stronger.”
With global COVID-19 lockdowns, more people than ever switched on Connected TV, with ratings firm Nielsen measuring an 81% increase in global viewership during 2020, while Goldman Sachs observed an accelerating shift in advertising to digital.
Ads shown on Connected TV are usually delivered through two main technologies: Client Side Ad Insertion (CSAI), which allows networks to deploy their own ads before showing content, and Service Side Ad Insertion (SSAI), which stitches ads into the stream.
But with technology advancing and audiences growing rapidly, brands and networks are pushing for technology solutions that combine the best elements of CSAI and SSAI, while offering even more advanced abilities, such as interactive ads.
Hoppr’s Chief Technology Officer Jason Hewson says the binary choice between CSAI and SSAI is no longer relevant now that networks and brands can embrace flexible systems that support highly creative ad experiences, such as HopprTV.
“This focus on solutions rather than systems is evolving ad deployment far beyond simply placing messages around or within content. In addition to seamless ad stitching and pre and post-roll ads, our ad solution HopprTV supports interactive ads that give audiences rich media experiences. In 2020 Connected TV won a huge new audience, and now Connected TV advertising has the chance to make them stay by making interactive ads mainstream as well.”
Hoppr’s Chief Revenue Officer Emilia Ong says it’s an exciting opportunity to engage with the Connected TV sector at a time when viewership is rising quickly, opening up new opportunities to push the boundaries of what’s possible.
“HopprTV maximises creative control as well as measurement and analytics. But we also prize the ability to support emerging ad technologies like interactive ads and menus, and even games. Because now that Connected TV is going mainstream it’s vital we retain audience interests by embracing imaginative ads and giving them rich media experiences they can’t get anywhere else, creating more opportunities for brands and networks.”
In 2020 HopprTV won Gold for Innovation in the 2020 Stevies (the Oscars of business) and is expanding its reach globally in 2021, providing a complete digital advertising solution for networks, brands and audiences.
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Based in Australia, Hoppr is a global advertising innovator whose solution extends messaging and branding on digital devices. Hoppr has created unique, interactive technology that delivers new monetization opportunities to network operators without any integration required. Hoppr’s detailed analytics and targeting capabilities allow its agency and brand partners to deliver tailored campaigns to meet their marketing goals.
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