Goldbach: first shopping campaign with SIMID standard for Luma Beef
Goldbach, Blue Billywig, and Luma Beef are joining forces to launch the first interactive shopping campaign using the new SIMID standard. This standard is designed to make video campaigns more transparent and secure, as well as to expand the range of interactive delivery options.
In an effort to drive digital video advertising, Goldbach, Blue Billywig and Luma Beef are relying on the new video standard SIMID (Secure Interactive Media Interface Definition). Accordingly, the online butchery's shopping campaigns were migrated from VPAID (Video Player Ad Interface Definition) to the new standard in the last quarter of 2020. At the core of the campaigns were interactive shoppable ads, where the shopping cart was displayed directly in the video stream.
"For Luma Beef, we complemented our brand performance TV advertising campaign with interactive shopping video ads across our network. This combination of brand video ads with a transactional format has proven successful," explains Martin Radelfinger, Managing Director at Goldbach agency AdManufaktur.
Market acceptance still restrained
Although market adoption of the standard is currently slow, Blue Billywig is convinced of the benefits of SIMID - both for advertisers and publishers. For this reason, the video platform offers full SIMID support and has made it available to all users of its Interactive Video Ads Studio.
The IAB Tech Lab introduced the SIMID video standard in 2019 with the goal of replacing VPAID. This was intended to ensure a more transparent, secure standard while increasing the interactive capabilities of digital video campaigns. With SIMID, playback control is with the player, giving publishers greater control over their streams.
