Innovid and Davis Elen Advertising Prove Cross-Device Effectiveness in Partnership with Samsung and LG

-Expanded InnovidXP partnership measures reach, frequency, and overlap results in real-time across CTV, linear, desktop, and mobile screens to yield incremental reach and frequency-based cost savings

-Global project management software brand achieves a 20% average decrease in cost per unique reach across devices

Innovid Corp., an independent advertising platform for the delivery, personalization, and measurement of converged TV across linear, connected TV (CTV), and digital, announced today the results of a cross-device campaign in partnership with agency Davis Elen Advertising, which achieved an average 20% decrease in cost per unique reach for a global project management software client. This was done through expanding its use of Innovid’s ad server and measurement solution, InnovidXP.

Based on the agency’s previous success with Innovid for brand clients on CTV, Davis Elen Advertising shifted to a cross-device approach to see if video running across TV, desktop, and mobile screens – in addition to CTV – would yield incremental reach and frequency-based cost savings for its software client. The goal of reaching all streaming video inventory was achieved through a partnership with both Samsung Ads and LG Ad Solutions to effectively access Samsung and LG owned and operated inventory.

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Leveraging InnovidXP, which automatically captured reach, frequency, and overlap results in a real-time dashboard for optimization, Davis Elen Advertising and its software client also saw a unique reach percentage of 92% across cross-device video partners. Further, the client achieved 7x the average campaign frequency and a staggering 2% in audience overlap across Samsung and LG TVs.

“As an independent agency, our goal has always been to spend our clients working dollars in the most effective and efficient manner,” said John Papadopoulos, SVP, Director of Media Strategy at Davis Elen Advertising. “Given the growing importance of the connected TV and digital space, Innovid’s ability to deliver real-time, cross-device results fueled by ad serving data at scale, is critical to achieving our clients’ goals.”

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“In a market focused on performance, our work with Davis Elen–using InnovidXP–proved that a cross-device first approach can deliver that performance for brands and advertisers,” said Dave Helmreich, Chief Commercial Officer at Innovid. “But, it can only be done effectively with granular, unbiased, cross-device measurement, enabling advertisers to optimize for each device, ensuring they reach their campaign goals.”

This strategy with Innovid and the CTV OEMs is also being used for Davis Elen’s automotive vertical clients.

“At Samsung, it’s a priority to help our clients drive performance and achieve their KPIs,” said Ryan Iwanoff, Senior Automotive Sales Manager, Samsung Ads. “Davis Elen is a fantastic, multi-year partner of ours and we’re thrilled that through this partnership with Innovid, we were able to help them drive cross-device efficiency and reach their audience at scale in CTV.”