Cineverse, an entertainment technology company and studio, has announced the launch of VAUDIO. A new proprietary ad tech offering now available through Cineverse’s ad solutions group, VAUDIO takes an advertiser’s existing podcast, radio or streaming-audio commercial, adds the visuals required for television, and can activate the campaign across connected TV (CTV) inventory without requiring a traditional video shoot.

“VAUDIO brings immediate opportunities to brands looking for an easy way to get more out of their campaigns using CTV, and for our supply-side partners, including media owners, platforms and OEMs, who can now unlock new ad formats and creative that support a better viewer experience, increase ad inventory fill, and drive new revenue,” commented Cineverse President and Chief Strategy Officer Erick Opeka. “The economics matter here too. At steady state, we believe VAUDIO can contribute up to $12 million in annual revenue at a 15 to 20 per cent contribution margin, and we are targeting that run rate by the end of our fiscal year. Because VAUDIO is built on IndiCue’s existing ad infrastructure and is developed and marketed by the same team, it required minimal incremental investment, and that contribution flows through to the bottom line.”

Spearheaded by the executives that joined Cineverse with the acquisition of IndiCue, and built by the company’s Matchpoint team, VAUDIO was created to help advertisers reach new audiences in a high-impact, lean-back environment without requiring traditional video production. VAUDIO transforms existing podcast ads, streaming audio creative, or host-read campaigns into visually-compelling CTV placements that drive awareness and recall. VAUDIO is a distinct offering within the IndiCue product family, developed and brought to market by the same team on IndiCue’s existing CTV ad infrastructure, consistent with Cineverse’s strategy of concentrating investment in a small number of deep product platforms rather than standalone applications.

“CTV inventory is too often underused or wasted, leading to poor viewer experiences, money left on the table for platforms, and missed opportunities for brands looking to engage with consumers that are increasingly tuning in to ad-supported streaming programming,” added Cineverse EVP of Revenue Nicholas Frazee. “With VAUDIO, advertisers can easily reach addressable audiences by leveraging existing assets, extending the ROI of podcast campaigns, and doing so with content that engages audiences rather than putting them to sleep with repetitive jingles and countdowns. Cineverse continues to integrate IndiCue’s monetisation and engagement offerings into their broader ad solutions ecosystem, and brands and media companies alike stand to quickly benefit.”

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Categories: Advertising, Articles, Connected TV

Tags: cineverse, CTV, podcast