The Big ‘O’: Innovid Optimizes For Outcomes

Everyone in the ad industry is focusing on outcomes. Tons of data is employed to design and target campaigns and marketers are less interested in reach and frequency than did it move the needle and generate sales.

Innovid says it is focusing its measurement capabilities to help campaigns strengthen lower-funnel outcomes, deepen attribution visibility and give brands a better understanding of what’s driving business results.

To do that, Innovid has expanded its measurement capabilities to include purchase impact data, offering a more precise view of how media drives outcomes. The company says that by measuring both online and offline conversions and engaging control groups to quantify incremental lift, marketers can move beyond correlation and on to causation.

Innovid is also expanding how marketers analyze what drives performance, offering granular visibility into how campaigns, audiences, targeting and different versions of ad creative contribute to outcomes. With ad server data that comes directly from publishers, brands can better identify what’s working and optimize with greater precision. 

This is especially valuable for media planners and buyers looking to understand overlap and performance across platforms. All of this also lets marketers see exactly where ads appeared, creating a better level of transparency. 

At the same time, new benchmarking capabilities give marketers clearer context for evaluating performance, helping them understand how campaigns compare across industries, formats and goals. This lets brands find opportunities to optimize toward better outcomes with more confidence. 

The capability also makes reach and frequency more efficient. In-platform benchmarks around frequency distribution and unique reach allow marketers to see the impact of their optimizations and adjust accordingly.

“Measurement today has to go beyond reporting to show real business impact,” said Callum Guthrie, VP, product management at Innovid. “These enhancements give marketers deeper insight into what’s driving performance, from purchase impact to advanced attribution, so they can make smarter decisions and focus investment where it matters most.”

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With soccer’s World Cup coming to America, Coors has big goals and is going a loooong way to meet them.

If you’ve watched the beautiful game, you’ve probably heard announcer Andrés Cantor yell “goooooooal” when someone scores. In a new campaign, the brewer is tweaking its own brand with what it is calling “The Coooors Call.” The extra Os come in handy as Coors introduces Coors 0.0%, its first zero-alcohol brew.

The brand is not new to futbol. Coors Light has been part of soccer in the U.S. since the League Cup launched back in 2023. 

Coors says that soccer fans in the U.S. skew heavily 21–35, a demographic that over-indexes on light beer. At the same time, non-alcohol beer drinkers and soccer fans share a key trait: They want to be fully present in the moment. Soccer is also one of the few sports with significant midday and weekday activity during a tournament and those are occasions where a zero-alcohol option fits naturally.

“Soccer fans are some of the most passionate, vocal fans in the world, and this summer, North America gets to experience that energy like never before,” said Sofia Colucci, CMOOOO (sic) at Molson Coors Beverage Company. “The Coooors Call is our way of leaning all the way in by extending our name with the most iconic letter in soccer. Heated matches call for cold beers. So, between our partnership with Andrés Cantor, limited-edition packaging and Coors 0.0%, we’re not missing a single celebration.”

Coors 0.0% is launching regionally in May. A national expansion is planned for next year.

Coors is not an official World Cup sponsor but, like Cantor, it will be making a lot of noise during the tournament. It will be airing commercials featuring the famed soccer announcer in a bar calling for a “Coooors.” 

The ads, created by agency Droga5, will be appearing across TV, digital and retail channels. 

The campaign will also feature out-of-home placements in Times Square and tournament host cities including Dallas, Atlanta, Philadelphia and Kansas City. 

At the same time, in-stadium activations with Coors Light's soccer and baseball partnerships are designed to bring the campaign to the field.

On social, Cantor’s son, Nico Cantor, will be interacting with younger fans.

In addition to its media campaign, Coors has lined up a partnership with Uber featuring in-car integrations in the host cities, an exclusive event with the Chelsea Football Club in Chicago, an exclusive sponsorship of the Unfiltered Soccer podcast and Mountain Cold Match Day kits that will be distributed in bars and restaurants.

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In another effort to help boost outcomes for advertisers, JWX said it reached a deal to make its video inventory and unique consumer and content data available on the StackAdapt platform. 

The companies said the deal gives advertisers streamlined access to both video supply and targeting intelligence. Most video ad targeting is currently done using page-level signals that provide limited visibility into viewers’ ad experience. JXW’s video infrastructure processes more than 21 billion monthly signals that provide insights into video content, ad exposure, engagement and performance.

“Advertisers want their messages to generate ROI, and they are trying to accomplish that during a period of signal loss across the ecosystem,” said JWX CEO John Nardone. 

"StackAdapt has built the tools that help advertisers get their ads in front of consumers in an efficient manner, and as a result, has significantly grown its market share. By integrating JWX’s code-on-page inventory and, more importantly, our metadata, we are opening the door to help advertisers and publishers capitalize on a wealth of signal and intent insight," Nardone said.

Campaigns that leverage JWX Deep Contextual targeting see average increases of 17% in viewability, 13% in interaction rate and 37% in CTR compared to campaigns without, the company said. 

“Partnering with JWX gives advertisers access to more direct signals from within the video experience,” said Greg Joseph, VP of inventory development at StackAdapt. “Their in-player data provides clearer visibility into content and ad delivery, which aligns with how we evaluate and optimize supply. It’s a meaningful step toward building a more transparent and accountable video ecosystem.”