Crackle Unveils cRoll (Innovid)

Sony Pictures Television’s multi-platform entertainment network, announced today that, together with innovative video advertising technology platform Innovid, they are launching cRoll. cRoll is the first interactive video ad unit that provides a consistent creative experience across all screens and devices: online, iOS mobile/tablets, Android mobile/tablets, connected TV’s and game consoles.

The first campaign to use this new technology is for Disney’s feature film “Oz The Great and Powerful,” and features a video pre-roll ad with a persuasive call to action that invites viewers to dig deeper into the film. When viewers engage, a slate takes over the screen providing additional information about the movie, including an image gallery carousel with character bios. All cRoll units are permission-based, never interrupting the viewer experience and provide measurable engagement metrics to advertisers. Disney’s ads will be placed in Crackle’s feature films, television shows and original content channels.

“As a fully ad-supported network and with Crackle’s unparalleled distribution across all platforms, we were really invested in creating a solution that would allow advertisers to take advantage of everything Crackle has to offer,” said Eric Berger, executive vice president, digital networks and general manager of Crackle.

“We believe that the convergence of video and TV should allow marketers to capitalize on the visual power of sound and motion with the interactivity of the web,” said Tal Chalozin, CTO and co-founder of Innovid. “cRoll is an innovative media capability that transforms linear TV into an immersive experience. We’re thrilled to be breaking new ground with our colleagues at Crackle and Disney.”