LG Ad Solutions the Latest Industry Leader to Join Innovid’s Harmony Initiative
Innovid (NYSE:CTV) announced that LG Ad Solutions has joined its Harmony initiative, which aims to optimize CTV advertising infrastructure. The initiative's Harmony Direct product streamlines non-biddable CTV media workflow, with early partners seeing an average 8% increase in working media for agencies and up to 15% yield improvement for publishers. PMG, an early adopter, is expanding Harmony Direct across its client portfolio after successful initial campaigns. The initiative could represent over $1 billion in savings across the U.S. CTV market in 2024. Additionally, Innovid's Harmony Frequency, launched in July, provides DSPs with frequency intelligence across brands' media portfolios.
Innovid (NYSE:CTV) ha annunciato che LG Ad Solutions si è unita alla sua iniziativa Harmony, che mira a ottimizzare l'infrastruttura pubblicitaria CTV. Il prodotto Harmony Direct dell'iniziativa semplifica il flusso di lavoro dei media CTV non biddabili, con i primi partner che hanno registrato un aumento medio dell'8% nei media lavorati per le agenzie e un miglioramento del rendimento fino al 15% per gli editori. PMG, un'azienda che ha adottato per prima, sta espandendo Harmony Direct nel suo portafoglio clienti dopo campagne iniziali di successo. L'iniziativa potrebbe rappresentare oltre 1 miliardo di dollari in risparmi nel mercato CTV degli Stati Uniti nel 2024. Inoltre, Harmony Frequency di Innovid, lanciata a luglio, fornisce alle DSP informazioni sulla frequenza attraverso i portafogli media dei marchi.
Innovid (NYSE:CTV) anunció que LG Ad Solutions se ha unido a su iniciativa Harmony, que tiene como objetivo optimizar la infraestructura de publicidad en CTV. El producto Harmony Direct de la iniciativa simplifica el flujo de trabajo de medios CTV no comprables, con los primeros socios viendo un aumento promedio del 8% en medios trabajados para agencias y hasta un 15% de mejora de rendimiento para editores. PMG, un adoptante inicial, está expandiendo Harmony Direct en su cartera de clientes tras campañas iniciales exitosas. La iniciativa podría representar más de 1 mil millones de dólares en ahorros en el mercado de CTV de EE. UU. en 2024. Además, Harmony Frequency de Innovid, lanzada en julio, proporciona a las DSP inteligencia de frecuencia en los portafolios de medios de las marcas.
Innovid (NYSE:CTV)는 LG Ad Solutions가 CTV 광고 인프라 최적화를 목표로 하는 Harmony 이니셔티브에 참여했다고 발표했습니다. 이니셔티브의 Harmony Direct 제품은 비입찰 CTV 미디어 워크플로를 간소화하며, 초기 파트너들은 에이전시의 작업 미디어에서 평균 8% 증가와 출판사에 대해 최대 15%의 수익 개선을 경험했습니다. 초기 채택자인 PMG는 초기 캠페인 성공 후 고객 포트폴리오 전반에 걸쳐 Harmony Direct를 확장하고 있습니다. 이 이니셔티브는 2024년 미국 CTV 시장에서 10억 달러 이상의 절감액을 나타낼 수 있습니다. 또한 Innovid의 Harmony Frequency는 7월에 출시된 것으로, 브랜드의 미디어 포트폴리오에 대한 프리퀀시 인사이트를 DSP에 제공하고 있습니다.
Innovid (NYSE:CTV) a annoncé que LG Ad Solutions a rejoint son initiative Harmony, qui vise à optimiser l'infrastructure publicitaire CTV. Le produit Harmony Direct de l'initiative rationalise le flux de travail des médias CTV non enchérissables, avec des partenaires précurseurs constatant une augmentation moyenne de 8 % des médias travaillés pour les agences et une amélioration de rendement allant jusqu'à 15 % pour les éditeurs. PMG, un pionnier, élargit Harmony Direct à l'ensemble de son portefeuille client après des campagnes initiales réussies. L'initiative pourrait représenter plus de 1 milliard de dollars d'économies sur le marché CTV américain en 2024. De plus, Harmony Frequency d'Innovid, lancée en juillet, fournit aux DSP des informations sur la fréquence à travers les portefeuilles médias des marques.
Innovid (NYSE:CTV) hat angekündigt, dass LG Ad Solutions seiner Harmony-Initiative beigetreten ist, die darauf abzielt, die CTV-Werbeinfrastruktur zu optimieren. Das Produkt Harmony Direct der Initiative vereinfacht den Workflow nicht-bietbarer CTV-Medien, wobei die frühen Partner einen durchschnittlichen Anstieg von 8% an Arbeitsmedien für Agenturen und bis zu 15% Leistungsverbesserung für Verleger sehen. PMG, ein früher Anwender, erweitert Harmony Direct nach erfolgreichen ersten Kampagnen in seinem Kundenportfolio. Die Initiative könnte 2024 über 1 Milliarde Dollar an Einsparungen auf dem US-CTV-Markt repräsentieren. Darüber hinaus bietet Harmony Frequency von Innovid, die im Juli gestartet wurde, den DSPs Frequenzinformationen über die Medienportfolios der Marken.
- Early partners saw 8% increase in working media for agencies
- Publishers improved yield by up to 15%
- Fill rates increased from 90% to 100%
- Potential $1 billion in savings across U.S. CTV market in 2024
- Addition of major industry player LG Ad Solutions to the initiative
- None.
Insights
The partnership between LG Ad Solutions and Innovid's Harmony initiative represents a significant development in CTV advertising infrastructure optimization. Early results show promising efficiency gains, with agency partners experiencing an
The Harmony Direct solution addresses critical inefficiencies in programmatic guaranteed deals, particularly benefiting both buy-side and sell-side participants. The initiative's recognition through the AdExchanger Award validates its innovative approach to solving industry-wide challenges. However, while the technology shows promise, actual revenue impact for Innovid will depend on widespread adoption and successful implementation across their client base.
Early Adopter, PMG, to Roll Out Harmony Direct Across Client Portfolio
Innovid Harmony Wins AdExchanger Award for Most Innovative TV Advertising Technology
Earlier this year, Innovid launched Harmony to bring together industry leaders to work collaboratively to improve efficiency and ROI, enhance transparency and control, reduce carbon emissions, and provide better viewing experiences for consumers across CTV and digital. As part of the initiative, Harmony Direct streamlines the workflow for guaranteed, non-biddable CTV media to its purest form by removing all friction points, including additional technology hops, fees, and energy waste. LG Ad Solutions joins Assembly, CMI Media Group, Goodway Group, PMG, Roku, and Vizio as partners using Harmony Direct.
PMG, an early agency adopter, is now rolling out Harmony Direct across its portfolio of clients. After leveraging it for local campaigns for multiple QSRs and a national restaurant chain, PMG realized major efficiencies with programmatic buys, including an increase in working media dollars.
Harmony Direct launch partners saw an average
“For our clients, we are always looking for the most direct path to a publisher – and removing unnecessary friction points is a win-win for both the buy- and sell-sides,” said Mike Treon, Video & CTV Strategy Lead, PMG. “Programmatic guaranteed deals are riddled with wasted spend and lost impressions. We leaned into working with Innovid’s Harmony Direct because, as an industry, we have to remove inefficiencies to realize the true power of CTV as an advertising channel. Results from our initial campaigns made expanding our use of Harmony Direct across our client base a natural next step.”
Released in July, the initiative’s latest product innovation, Harmony Frequency, is the first holistic frequency management solution for CTV and digital advertising. Currently in closed beta, the solution provides DSPs with frequency intelligence across a brand’s entire media portfolio before they bid – reducing ad waste, strengthening campaign effectiveness, and improving the viewing experience.
Innovid’s Harmony initiative recently won the AdExchanger Award for “Most Innovative TV Advertising Technology,” due to its mission to “keep TV open for everyone and controlled by no one – optimizing the CTV advertising ecosystem by avoiding the pitfalls of digital advertising’s past.”
“Since we launched Harmony in April, the industry-wide support for it has been inspiring,” said Zvika Netter, CEO & Founder, Innovid. “Advertising leaders across the buy- and sell-sides know that to create a CTV ecosystem that benefits all – and most importantly, the viewer – the time to act is now. I’ve never felt more optimistic about the future of advertising.”
About Innovid
Innovid (NYSE:CTV) is an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in
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Press
Megan Coyle
megan@innovid.com
Source: Innovid
FAQ
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