AdRise, Team One, and Lexus Launch the First Interactive Multi-ad Commercial on Connected TV Platforms

adRise and Team One get Connected TV advertising right with a visually stunning and interactive Lexus commercial for living-room TV viewers that combines the best of TV and digital.

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Lexus was a perfect fit as a launch partner for our interactive unit as we were able to align their “Stand Out” message with an execution that goes beyond the 30 second commercial and use their ever-growing library of video content.

San Francisco, CA (PRWEB) December 11, 2013

Delivering a single video ad into a TV commercial spot is passé, at least for the creative and technology minds at adRise, Team One and Lexus. Automakers like Lexus have always had engaging commercials but have been relegated to showing one ad without the capability to engage their target viewers. Until now.

Launch partners adRise, Team One, and Lexus changed that dated experience by creating a bold interactive ad unit for viewers to watch a main Lexus commercial while interacting with other short and long-form videos. The entire experience occurred in the lone ad unit and was fully trackable by third party tags. Through adRise, Team One executed the Lexus campaign on multiple Internet-connected devices to ensure the Lexus interactive ads were targeting viewers at scale in their living rooms.

The Lexus campaign took advantage of the Connected TV space in a way that most advertisers have not -- by allowing streaming and digital TV viewers to interactively explore entertaining long-form content. Interactive video advertising is likely to accelerate as Connected TV advertising is projected to be in 34% of homes by 2014 and OTT viewing is quickly increasing. While Connected TV advertising reaches consumers directly in their living rooms, it also precisely tracks results digitally. These ads also connect emotionally with viewers, thereby providing the opportunity to leverage longer length videos that online viewers typically do not tolerate.

The interactive ad unit showcased Lexus’s new 2014 Lexus IS model with a bold execution that was not only beautiful, but elevated Lexus from the standard fare of TV commercials. Viewers could explore other videos in the execution without being forced to take action, resulting in a seamless experience. The execution met the dual objectives of video completion and engagement with results far above standard online benchmarks.

“As the audience fragmentation battle continues we see the Connected TV environment as a viable and effective platform for extending our reach and engagement with an otherwise elusive target,” said Scott Wensman, Group Media Director, Team One. “AdRise’s CTV ad platform delivered the non-linear viewing audience we were looking for and drove interaction with Lexus video content that exceeded many of our own performance benchmarks.”

“Lexus was a perfect fit as a launch partner for our interactive unit as we were able to align their “Stand Out” message with an execution that goes beyond the 30 second commercial and use their ever-growing library of video content”, said Farhad Massoudi, adRise CEO.

The interactive unit ran across OTT, Smart TV and HTML5 platforms and was completely tracked via 3rd party tags. For a full case study please contact adRise at sales(at)adrise(dot)com.


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