Connected-Stories Solves Video & CTV Creative Management with NEXT Platform

Latest version of the company’s CMP is made for the multimodal era

The rise of CTV and video have forced major changes in how advertisers approach their budgets. In fact, CTV appears to be recession proof, as the IAB has forecast that CTV growth would outpace overall ad spend growth in 2023.

Advertisers have committed budget to the channel. Yet questions remain as to how they are going to commit to CTV and video in new creative capacities.

Technology company Connected-Stories is aiming to bring brands and agencies into a new era of CTV and video creative with the launch of NEXT, the new iteration of its Creative Management Platform (CMP).

NEXT is built specifically around the concept of multimodality. Traditionally, multimodality is the application of multiple literacies within one medium. According to Connected-Stories CEO Claudio Vaccarella, the company uses the term to describe elements unique to its platform, and where the company has gone a step further by adding interactivity and data-driven dynamicity.

“Creative personalization and real-time optimization are critical for advertising efficiency and effectiveness, but adoption still lags industrywide, and is still in its infancy when it comes to the most important formats in video and streaming,” said Vaccarella.

“One of the central hurdles to adoption is that no single platform has put media and creative into a single hub. NEXT finally cracks that code by bridging the gap between media and creative in a single workflow.”

NEXT is currently available to brands and agencies both as a self-serve platform and as the backbone of the managed services available through its Strategic Partner Program. Other technology companies, including Premion, an OTT ad company, are already using Connected-Stories.

“The rise of connected TV has brought new capabilities to advertisers, one of the most powerful of which is dynamic creative,” said Dave Marquard, Head of Product at Premion. “In teaming with Connected-Stories, Premion enables local advertisers to deliver personalized, one-to-one messaging to streaming audiences across the U.S. and we look forward to building on our collaboration.”

Read more on Adweek here.