Riivi de AVOD Kraft
The Chilean AVOD platform Riivi aims to recruit 50 brands as clients in one year and achieve annual revenues of US$1 million. Cristóbal Güell, CEO, and Thomas Dabovich, CFO, from Riivi, explained the benefits that the platform offers to advertisers.“The advertising world is beginning to understand the benefits of advertising in a streaming world. We offer the opportunity to deliver a 30-second non-skippable advertising message, with full screen, our platform has 100% visibility. We only charge for 100% viewed advertising. When someone chooses to watch long-form content, they take between 5 to 15 minutes to decide what to watch, so their attention is completely focused on the screen, it is lean in concept, and they will pay attention to the commercial and the story of that brand,” they explain.They also offer advertisers a safe environment for the brand. “Because we control the content, brands can decide what content their advertising appears on,” they said.Another advantage they have is their technology, which allows them to segment the public by country, region, city, content, and demographics, offering brands much greater control and better metrics.On the more creative side, they say they can brand the platform’s carousel, “offering different forms of advertising.”They also offer brands the ability to place a message before the content indicating that the following content is ad-free thanks to the advertiser. “These are tailor-made solutions,” they pointed out.They also offer that brands “have control with our guide, about what is effective, what is not invasive and what the user likes.”“We have had a great mix of companies that have advertised on Riivi, not only with the typical pre-roll and midroll formats but with more entertaining things. Since we control 100% of the technology, we can modify the user experience to our liking,” they expressed.Among their main clients are LG, the Government of Chile, NotCo, Heineken, Canada Dry, Roku, and Kraft, to name just a few.“We began to increase the number of advertisements and delivered innovative solutions so that the brands are exposed both in the content and on the platform with the idea of the carousel. We have begun to innovate so that the value proposition toward brands is increasingly differential and varied. As we are a startup, we try to be as committed as possible to our clients,” they commented.When asked about Riivi’s ad load, they explained that something important about the business model is that you have to manage the ad load versus brand perception. “We started with a very low ad load. In each country we enter, we start with one advertisement the first year, in the second year we go up to two, and in the third, we go to four. We are always going to have a lower ad load than linear TV and Riivi will always have the lowest ad load of all available streaming platforms,” they said.View an example of the innovative advertising that Riivi offered to Kraft for a branded carousel
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