Arti-Media is starting to bring its ad insertion technology to the U.S. in earnest, but will the company be able to differentiate its “unobtrusive” overlay ad placement service from the other competitors already here?
If Arti-Media’s mission sounds familiar, it should. Keystream has been working here domestically over the past year to do the exact same thing. Both companies have developed technology that automatically finds spots within a video that are “dead” or otherwise not part of the action and inserts an IAB-sized ad there.
Arti-Media says that it’s able to take this placement one step further and provide a continual analysis of the type of ad, location and timing to refine the placement and make it more effective.
The company also believes it’s well-positioned to make an impact in the U.S. market because it already has customers in other parts of the world and it has deep pockets in its publicly traded parent company, Artivision Technologies.
But even deep pockets may not be able to save the company from irritated customers. Early trials of Keystream’s ad insertion with ITV were not met favorably. But Arti-Media executive director and general manager Amir Segev said that reactions to the ad format vary based on a number of factors including geography, the type of content and the type of ad being served.
Arti-Media also faces competition from other ad insertion technologies like Zunavision and Innovid, which allow advertisers to integrate their messages onto actual objects within a video. While speaking with Segev by phone, he dismissed this comparison, saying those startups couldn’t compete on the same scale as his company.
Arti-Media has a 30-person team working in both Singapore and Israel. The company’s customers include Diagonal View in the U.K. and the Indian video portal SantaBanta.