This is the impressive stuff at the moment, aside from second screen ads, which we’ll discuss a bit later.

Ad units can be generated that give the viewer information specifically relevant to them. This involves geo-targeting (from the viewer’s IP) or perhaps audience profiling (e.g. sex, age) from broadcaster or service provider data. Of course, the aim is to display different prices, promotions, product information, copy, show times, and more.

You can try a demo of the geo-targeting technology here.

The ads can display nearest stores, as in the screenshots below.

What data can be used?

Lots of data can be utilised.

Some of the more interesting uses involve dynamically populating ads with nearby cinema showtimes or TV broadcast details.

Here they are in action, screenshotted.

The end goal here for retailers is perhaps a browseable and personalised product catalogue displayed within the ad.

Interactive ads

This can mean data in or data out.

Data in could include polling your audience, allowing the viewer to share something, or to interact with the canvas. It can be as simple as allowing the viewer to pick one ad from three.

Here, JC Penney creates an interactive game where viewers have to guess which is the cheaper JC Penney merchandise.

Data out can include presenting a selection of your stock, as a mini online store, which is updated in real time. Clicking on products can deliver more information, and the checkout can be linked to your website.

Photo and video galleries are other popular inclusions.


Toyota Yaris provides a good example of a game it has included within an ad unit.

You can play the simple Paper-Boy-esque game by clicking the image below. After completing the game, the gamer is given the option of visiting the Yaris site.


Incorporate content from any of your social feeds, or allow the viewer to share. This is a fairly regular feature of many online video ads.

You can see some simple social apps embedded in the Volkswagen ad screenshot below.

Across devices

Having ads, especially interactive ones, that work as well on laptop, tablet, Roku, TV, this is the goal. ‘Responsive’ ad units are now in existence, allowing ads to work well on whatever device the viewer is using.


This is the side of video advertising that’s more in its infancy.

Second screen tech is on its way, your smart TV or set top box will send contextual information to your tablet, which will launch related content or ads at an appropriate moment.

More on this to come on the Econsultancy blog, as I was demoed some exciting stuff from Innovid.

Do you have any examples of great online video ads?