Innovid earlier this week announced their new interactive pre-roll video ads called, iRoll. That name makes me want to roll my i's. But hey, I suppose it's more an i for interactive than hitching on the trend of calling everything iSomething, at least I hope it is. The new iRoll gives advertisers a new set of tools that allow them to create interactive pre-roll advertising campaigns. Basically, the service allows you to take a standard pre-roll campaign and add in more functions. Hit the link to see the list of what they can do.

Through iRoll apps any pre-roll campaign can now include interactive functionality such as: Facebook sharing, coupon downloads, store locator, ticket purchase, twitter follow and many other features, all with the click of a button. Initially, Innovid plans to roll out iRoll apps to existing partners, such as; NBC, ABC, CBS, MTV, BrightRoll and Tremor Media, with many more to be announced in the coming weeks.

That certainly does sound like a good reason to hang in for a pre-roll ad. Give me something to do while it's rolling and you might even keep me around until it's over. That could certainly do wonders for completion rates on pre-rolls and lower drop off rates for video overall.

The iRoll apps seem to me much like widgets that you can pick and choose and instantly plug into your pre-roll campaign. From what I can see on the product page you click the app you want put in a couple settings (like Twitter/Facebook account URLs) and tooltip text.

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Here's a list of all the current apps with brief descriptions. Only the ones with pictures on the right are available now, the rest are still in the works.

Facebook Feed - Get all posts to the fan page dynamically and in real-time displayed within the iRoll unit.
Facebook Share - Click the app to share the pre-roll video on your personal facebook page – including the full iRoll apps functionality.
Twitter Feed - Get all tweets from your twitter account dynamically and in real-time displayed within the iRoll unit. User can browse the feed, choose to follow the brand's twitter account or tweet from within iRoll unit.
Image Gallery - Introduce dynamically interchangeable images in the fully customizable in-player image gallery. Can also be geo targeted to serve images based on the users location.
Video Gallery - Add additional videos to the unit, govong you the flexebility to show more information and content about your brand.
YouTube Video - Play a video from YouTube within the iRoll unit. Enables the enrichment of the video ad with additional video content from YouTube & also offers an option to increase YouTube video views for the brand.
Text Present - a custom call to action to the user to encourage them to engage with other apps on the bar or other brand messaging.
Locator - Locator is fully integrated with Google Maps and geo targets the user to show them where you're located.
More Info
- Click through to the brands website for more information.
Special Offer
- Announce special offers to users while they are consuming your content based on geo targeting, time of day or even based on the weather.
Coupon - Allows users to click and download or print coupons directly from your ad.
Contact Us
- Provides instant connectivity to your customer via email or phone to receive feedback or respond to questions or concerns.
Purchase Item - Purchase goods or services in real-time in the video.
Showtimes & Tickets - Get the most recent show times for concerts, movies and more. Find and purchase tickets all withing the ad unit.
Related Docs - Insert related documents that your user will find relevant.
Newsletter Signup
- Build your distribution list and add to your CRM system with the click of a button.
Search - Search functionality integrated into the unit so users can search for more about your brand or product without leaving your ad.
Share This
- Allows viewers to embed the full iRoll apps experience anywhere on the web including social sites, blogs etc.
Chat - Chat can be integrated into the unit allowing you to communicate via SMS or Instant Messaging with the brand.
DVR Record
- Allows your viewers to program their DVR to record a show right out of your ad.
3rd Party Apps - Develop apps with the iRoll apps platform.

It seems to me like a great idea and goes beyond some of the other Interactive pre-roll ads that have been in existence for a couple years. The modular widget-like app plugin setup seems like it could really give Innovid some rapid growth in the market if 3rd party developers and services start getting involved.

Nothing like having others do heavy lifting to help your business succeed right? After all, that's what you want the consumers to do when you give them share, email, and Tweet buttons, do the advertising for you. This just seems to give them a quick way to do that. If there were say a LeanIn app then people could also leave comments on the pre-roll ads and the video content itself once it was all tied together.

I'll do some digging into Innovid (or if that's you feel free to email me with the address just below) and get back to you on it and how it works etc. I'd like to get a hands on demo so I can give you some real examples here at ReelSEO or maybe over at GDN.

For publishers, which we often forget about when talking about online video advertising technology, you can get these ads on your content through ad networks like Brightroll,, SpotX, Tremor Media and TubeMogul and video technology sites like Brightcove, LiveRail, DoubleClick and auditude.

  • Debbie Douez

    So does this mean that the pre-roll video needs to be hosted by INNOVID in order for their apps to work? Then the revised pre-roll could be layered onto any video, hosted anywhere??
    I love this concept, think it's a huge improvement but I am still NOT a fan of the pre-roll advertising model. We shouldn't have to hold people hostage to see advertising - the internet is not television. I wonder however if the same technology could be used in the video itself, providing said links to advertisers in a less direct yet relevant way?

  • MainSpring Video

    This seems like an interesting idea- at least more interesting than just watching a static ad. Interactive is key to keep people interested in watching your ad and/or video.

    • Christophor Rick

      There are some other places that offer some interaction on pre-roll, but this seems far cooler than those and offers more. The list of upcoming modules is pretty savvy and I think it could do well with some 3rd party integration.