Media platform Infillion announced that it has launched IDVx, a new technology for creating a variety of interactive advertising formats for connected TV, desktop and mobile video.
According to Infillion, IDVx ads are scalable and measurable, providing high-performance creative content that can be efficiently sold programmatically.
IDVx’s advertising formats include carousels that allow advertisers to showcase multiple products, polls and quizzes to capture viewers’ attention, and units with hotspots that viewers can click on to learn more about product features and shopping options, allowing viewers to make purchases.
IDVx optimizes campaigns to increase brand awareness and purchase intent, achieving a 2% engagement rate and over 90% video completion rate, according to Infillion.
“As linear TV viewership declines, advertisers are looking for a powerful alternative that delivers measurable results and higher ROI,” said Laurel Rossi, CMO and CRO at Infillion. “Infillion’s TrueX pioneered the focus on attention and interactivity in video ads over 12 years ago. We understand the difference between engagement and fleeting, unintentional clicks. Advertisers wanted a scalable, performance-driven creative experience. With IDVx, which combines Infillion’s immersive creative capabilities with MediaMath’s programmatic technology, we can now meet that demand.”
Digital research firm Cint found that IDVx campaigns resulted in a 7% increase in product awareness, 8% product familiarity and 6% increase in purchase intent based on a beta test.
IDVx is Infillion’s first new product since acquiring MediaMath in 2023.
