The high-efficiency solution for broadcasters of live events, enabling to reduce CDN costs by up to 50%, will be presented at IBC 2025 in Amsterdam, the Netherlands

Beamr Imaging Ltd, a leader in video optimization technology and solutions, announced it will demonstrate real-time, cost-effective AI-powered quality enhancement to 4K for broadcasters and streamers of live events, such as sports matches and music concerts. This solution, available to customers of Beamr’s partners, efficiently enhances low-resolution content to live 4K (ultra-high definition).

The demonstration, integrating NVIDIA Holoscan for Media, a real-time AI platform for live media, will be presented at IBC 2025, a top global content and technology event, held in Amsterdam, the Netherlands, from September 12-15, 2025. Beamr will present a session on the subject on September 14, 2025, at 4:00 PM, in IBC Content Everywhere Hall 4 Stage.

Beamr is inviting all IBC attendees interested in live 4K super resolution with optimized video to visit its booth (5.c18) or schedule a meeting.

Global sports and other live events generate a staggering volume of multi-camera video streams. While the source footage is often captured at a lower resolution, such as 720p, viewers demand a premium experience on their 4K devices and smart TVs. This gap between source quality and viewer expectations creates quality and user experience challenges.

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The demonstration showcases a complete pipeline: NVIDIA RTX Video Super Resolution supported through Media Gateway Next reference container on Holoscan for Media upscales 720p content to 4K in real-time with AI quality enhancement, and then Beamr’s Content-Adaptive Bitrate technology (CABR) optimizes the enhanced stream for efficient distribution. Beamr’s patented CABR analyzes each frame in real-time, for optimal compression that preserves visual quality while achieving up to 50% bitrate reduction.

“Broadcasters and streamers have long faced the dilemma of balancing premium quality with cost efficiency for live events,” said Beamr CEO, Sharon Carmel. “Our demonstration with NVIDIA Holoscan for Media, leveraging NVIDIA’s RTX PRO 6000 Blackwell Workstation, showcases how this challenge can be solved. The optimized, CDN-friendly and low latency 4K live broadcasting can transform live broadcasting for our partners’ customers and enhance the user experience of their viewers.”

Beamr is inviting all IBC attendees interested in live 4K super resolution with optimized video to visit at booth (5.c18) or schedule a meeting. For registration, please click the link.

Beamr (Nasdaq: BMR) is a world leader in content-adaptive video compression, trusted by top media companies including Netflix and Paramount. Beamr’s perceptual optimization technology (CABR) is backed by 53 patents and a winner of Emmy® Award for Technology and Engineering. The innovative technology reduces video file sizes by up to 50% while preserving quality and enabling AI-powered enhancements.

Beamr powers efficient video workflows across high-growth markets, such as media and entertainment, user-generated content, machine learning, and autonomous vehicles. Its flexible deployment options include on-premises, private or public cloud, with convenient availability for Amazon Web Services (AWS) and Oracle Cloud Infrastructure (OCI) customers.

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Gray Media

Gray’s new video streaming environment will revolutionize media streaming in four key ways:

• Understand Viewer Preferences in Real Time: Leveraging advanced machine learning to analyze viewer behavior, content consumption patterns, and engagement metrics in real-time.
• Dynamically Adapt the Viewing Experience: Adjusting content sequences, ad loads, and overall presentation based on individual viewer preferences and engagement levels.
• Optimize Content Delivery for Maximum Engagement: Delivering personalized content recommendations, tailored search results, and seamless access across all devices.
• Future-Proof the Infrastructure: Embracing a cloud-native architecture that can scale, adapt, and evolve with the ever-changing media landscape.

“This newly created video partnership marks a pivotal moment for Gray.   With this game-changing infrastructure, we are leading the charge into the future of local streaming, one personalized viewing experience at a time,” Gray’s President and Co-CEO Pat LaPlatney said.

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“We are excited to be the first to deliver this innovative technology to viewers, including tailored recommendations and a personalized content experience that is seamless across devices,” Gray’s Executive Vice President and Chief Operating Officer Sandy Breland said.

“We are proud to collaborate with Gray Media and Quickplay to bring the power of Google Cloud AI to the local broadcast industry,” said Albert Lai, Global Director, Strategic Industries, Media & Entertainment, Google Cloud. “Our AI capabilities enable Gray Media to understand viewer preferences and deliver personalized content that drives engagement and revenue. This collaboration demonstrates our commitment to helping media companies transform their businesses with AI.”

Gray Media, Inc. is a multimedia company headquartered in Atlanta, Georgia. The company is the nation’s largest owner of top-rated local television stations and digital assets serving 113 television markets that collectively reach approximately 37 percent of US television households. The portfolio includes 78 markets with the top-rated television station and 99 markets with the first and/or second highest rated television station during 2024, as well as the largest Telemundo Affiliate group with 44 markets.  The company also owns Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services.  Gray’s additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

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Video’s transition to the future is accelerating, with half of advertisers already using Gen AI to build video ads, according to IAB’s “2025 Digital Video Ad Spend & Strategy Full Report.”

Created in partnership with Advertiser Perceptions and Guideline, Part Two of the report provides insights into the impact of GenAI on ad production, what advertisers are demanding from CTV and live sports, the focus on business outcomes, and more. Part One of the report was released in April.

“The economics of advertising are being transformed. As the costs of production fall, the opportunities for advertisers multiply,” said David Cohen, CEO, IAB. “The pool of potential advertisers is growing, as it is easier than ever to plan, buy, optimize, and creatively connect with consumers utilizing new technologies across all forms of media. The democratization of advertising and marketing is entering an exciting new phase, and the outlines of a new future are coming into view fast.”

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GenAI Is How Video Ads are Being Created

Generative AI is rapidly becoming a cornerstone of video ad creation, transforming how campaigns are developed, tested, and scaled. GenAI is now essential for video ad creation, with 86% of buyers using/planning to use it to build video ad creative.

Buyers project GenAI creative will reach 40% of all ads by 2026, with small and mid-tier brands (SMBs) adopting it faster than the largest brands. SMBs are tapping into GenAI’s ability to help them create high-quality digital video ads quickly, affordably, and at scale, bypassing the need for large teams or expensive production – capabilities that were once exclusive to bigger brands.

Advertisers are also using GenAI creative enhancement capabilities to create versions for different audiences (42%), visual style changes (38%), and contextual relevance (36%).

“Marketers are increasingly looking for partners that not only provide access to GenAI solutions but also help them unlock its full strategic and creative potential,” added Cohen.

Buyers Now Expect Half of CTV Inventory to be Biddable, but Automation Does Not Mean Buying is on Cruise Control

Buyers expect 47% of CTV inventory to be biddable, up from 34% last year. Three out of four (74%) have built or are planning to build internal teams to manage self-serve CTV activation in-house.

While CTV has a bigger role, buyers are demanding more. Buyers want more options and more controls on inventory.

With the rise of live content on streaming platforms, 60% of buyers expect more from these platforms than linear TV. One-third want unique interactive experiences and real time data.

“Buyers are excited about sports and other live content coming to streaming,” said Chris Bruderle, Vice President, Industry Insights & Content Strategy, IAB. “They expect to see new and better capabilities than they can get in linear.”

When activating CTV programmatically, more than 80% of digital video buyers want human assistance from their sell-side partners. For CTV platforms offering self-serve activation tools, this underscores the ongoing need to continue to engage directly with buyers.

“Being available programmatically is table stakes. Being a strategic partner who delivers ideas and results is becoming what’s vital to win ad spend,” added Jamie Finstein, Vice President, Media Center, IAB. “As digital video democratizes advertising for small and mid-sized businesses, many of these brands struggle with measurement complexity, standardization, cross-channel data, and scalability.”

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Buyers Are Focusing on Business Outcomes

CTV is rapidly closing the gap with social video as a performance-driving channel. Buyers now hold both to similar expectations for driving business outcomes, including sales and offline store visits. With this year’s economic uncertainty — tariffs, geopolitical conflict, and shifting consumer sentiment — these outcomes have become even more critical.

Advertisers have always wanted results, but increasingly — especially in CTV — they are demanding them right now.

Bruderle concluded, “Driving bottom-funnel business outcomes is now far and away the most important KPI for video buyers. Deliver, or you’ll get cut.”

According to the report, digital video buyers stated the top reason they reduce or remove spend with streaming partners is failure to deliver business outcomes.

Idomoo’s AI video creator, Lucas, can create on-brand video ads in minutes from a simple prompt.

Idomoo, the leader in next gen video, announced the launch of AI Video Ads, the latest innovation in automated video creation from its revolutionary Lucas AI Video Creator. Built specifically for the needs of advertisers, it allows anyone to instantly generate branded, conversion-optimized video ads with a simple prompt.

86% of business executives would start or increase their video advertising if they had access to an AI like Lucas.

Lucas produces these videos in common ad formats and durations for seamless campaign deployment across platforms. This means brands can dramatically scale their video ads with dynamic content targeted for every audience segment.

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“Lucas is changing the game for video advertising,” said Yotam Ben Ami, Idomoo CMO. “With Lucas AI Video Ads, you don’t need an agency or specialized in-house teams to launch high-performing video ad campaigns. For enterprises, this represents massive cost savings, and for smaller companies, it enables them to enter the world of video advertising, which may have been too costly or complex for them to play in before.”

This kind of tech is already in high demand. According to the 2025 State of Video Technology report, 74% of employees and business owners would start or increase their video advertising if they had access to an AI like Lucas. That jumps to 86% for business executives.

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AI Video Ads are fully customizable, with features like editable voiceovers, avatars and interactive CTAs. Users can generate videos from a prompt, document, webpage or content library — including one-pagers, product catalogs and sales decks — and easily scale output with automatic versioning for length, language and more.

The entire process runs on Idomoo’s enterprise-grade Next Generation Video Platform, supporting the highest standards of security, data privacy and real-time video generation.

Lucas has already generated videos for a range of use cases, ranging from marketing to employee training to sales enablement and beyond.

The Video Advertising Bureau (VAB) released its latest report, Staying Current on Streaming: The Latest on Connected TV Consumer Behaviors. An analysis of how ad-supported tiers, free ad-supported streaming television (FAST) channels, streaming bundles and innovative ad formats are reshaping Connected TV (CTV) consumer behavior across audiences, the report delivers timely insights for marketers and media platforms.

“As audiences re-evaluate the cost of ad-free subscription streaming, consumers of all income levels and age brackets are finding value in ad-supported tiers and services,” said Jason Wiese, Executive Vice President, Strategic Insights & Measurement, VAB. “Viewers are balancing their spending in streaming by shifting towards advertising-based streaming services, watching more content through FAST channels and unlocking greater cost efficiencies through streaming bundles.”

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The report outlines and elaborates on the following consumer behaviors:

• A shift towards ad-based services is occurring as consumers re-evaluate the cost of ad-free streaming. Twenty-six percent of consumers have added a free streaming service in the past 12 months, while 24% plan to add a free streaming service over the next 12 months (Source: LG Ad Solutions data). Further, 62% of CTV viewers say that recurring streaming subscription costs concern them (Source: VAB analysis of LG Ad Solutions data), as the total monthly cost of the cheapest ad-free plan across seven major streaming services has increased more than 50% over the last five years (Source: VAB analysis of EMARKETER data).
  
  
• Consumers of all income levels and age brackets are gravitating towards ad-supported streaming. Two-thirds of adults prefer ad-supported streaming services and tiers over ad-free subscription services (Source: VAB analysis of MRI-Simmons data).
  
  
• FAST continues to grow as viewers tune into content they crave. FAST is used by one-third of the U.S. population, highlighting an opportunity to reach over 100 million viewers (Source: EMARKETER).
  
  
• Consumers are turning to streaming bundles to access more content while keeping costs down. Adoption of bundled streaming services is growing, with nearly half of households subscribing, or planning to subscribe, soon (Source: CTAM).
  
  
• CTV can engage viewers with tailored, less disruptive ads, helping marketers connect in more meaningful, results-driven ways. Consumers spend an average of an additional 71 seconds engaging with interactive CTV ads vs. standard pre-roll (Source: Innovid).

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“Marketers can leverage tailored, interactive ads on CTV to drive increased engagement and time spent with advertising which leads to greater outcomes for brands,” added Wiese.

This article provides practical tips for designing playable ads that capture attention and drive conversions. Whether you’re new to interactive ads or a seasoned marketer, you’ll find actionable insights here to create ads that engage users, stand out in a competitive market, and effectively boost your app’s performance.

1. Start with a Strong Concept

Your playable ad needs to grab the user’s attention right away and communicate your app’s core value in the simplest terms. Whether it’s exciting gameplay, innovative features, or exclusive rewards, lead with what matters most in your ad design.

The initial interaction should be visually intriguing and functionally intuitive to encourage users to interact without needing instructions. Avoid overwhelming them with too many options or complex mechanics right away. Instead, focus on a single, compelling hook that captures the essence of your app’s value. Emphasizing just two or three key selling points in an interactive way helps users quickly understand what your app offers.

Take the example of a storage-cleaning app: the ad opens by immediately highlighting “Trash: 202.82MB” with a pointing finger animation to the CTA “Click to clean.” It’s simple, direct, and effective. Without heavy copy or complicated gameplay, the ad makes its value clear in seconds, prompting users to take action immediately. That kind of instant clarity builds trust and drives higher engagement.

2. Highlight the Fun Factor

Playable ads should deliver immediate enjoyment. Whether your app is gaming or non-gaming, incorporating gamification elements can significantly boost user interest. This could involve clear objectives, feedback mechanisms (like visual or sound cues), or achievable milestones that motivate users. Even a simple progress indicator, showing users how close they are to completing a task within the ad, can enhance interactivity and keep them invested in the experience. The key is to make playables feel like a mini-experience of your app, providing a taste of the fun and value it offers.

Royal Match is a standout example. Its playable ads invite users to solve quick match-3 puzzles to save King Robert from danger. Although the gameplay is brief, the limited number of moves creates a mini-challenge that encourages users to think strategically. At the same time, these mini-game ads provide feedback like vibrant animations and sound effects that feel rewarding, so that users are more likely to go ahead and install the app in full version.

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3. Maximize Impact with Rewarded Video Placements

Positive feedback is a powerful motivator, and pairing playable ads with rewarded video placements can help you create high-impact ads. This format allows users to interact with your playable ad in exchange for in-game rewards or app credits, creating a win-win situation. Users receive tangible incentives, making them more receptive to your message, while you gain higher engagement and an increased likelihood of conversions.

This approach works across verticals. For example, e-commerce apps can offer a “spin the wheel” mechanic for discounts. In contrast, utility apps could provide temporary premium features after users complete an interactive ad demonstrating a key function.

Let’s take a look at a real-life example. In 2016, Burger King launched “The Angriest Whopper” campaign. The interactive ad challenged users to catch flying jalapeños with a Whopper while avoiding random objects like candy and rubber ducks. In just 14 days, the game racked up over 300,000 plays and achieved a 40.25% click-through rate. Giving users a reason to stay engaged through a reward increases the likelihood they’ll complete the experience and take that next step.

4. Close with a Clear and Lasting Impression

After users interact with your playable ad, make your final impression count with a clear, visually engaging call-to-action (CTA). Position it prominently in the center of your for maximum visibility, and keep the message short and direct. Reinforce it with balanced visuals like icons or images, but avoid lengthy explanations. A clear and straightforward CTA encourages users to complete the desired action without distraction.

Your CTA doesn’t have to say “Download.” Depending on your app, it could be “Order Now” or “Click to Listen.” What matters is that it clearly signals the next step and is easy to tap, guiding users seamlessly from interaction to conversion.

Design with Intention, Deliver with Impact

Regardless of whether it’s for a gaming or non-gaming app, the most successful playable ads share a winning formula: intuitive onboarding, engaging gameplay, and a strong, action-oriented ending. But on top of that, don’t forget to track and test constantly. Only that can tell you what works and where there is room for improvement. Only advertisers and developers who continuously measure, learn, and optimize will see the biggest wins.

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Co-led by Jeffrey Katzenberg’s WndrCo and Kindred Ventures to scale AdMax, the AI platform automating video ad creation, testing, and performance optimization

The funding will accelerate VidAU’s expansion across product innovation, global markets, and talent acquisition. From shoppable videos and personalized product storytelling to interactive experiences, the platform will be designed to drive instant engagement and real-time purchases. As content-led commerce continues to grow, VidAU is positioning brands at the heart of this transformation through innovative AI technology.

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These innovations are expected to boost viewer engagement by 50% and lift campaign effectiveness by 30%, with early feedback suggesting a 20% increase in user satisfaction within six months. VidAU will also expand into high-growth markets like North America and Europe, targeting a 50% surge in regional users and a 30% rise in its global customer base. To support this growth, VidAU will onboard new AI and engineering experts, accelerating feature development by 35% and enhancing platform stability, which could improve user satisfaction by 15%.

Updates to tools like digital avatars and multilingual voice overs will streamline video creation, potentially increasing active users by 25% and doubling conversion rates, while fresh creative styles like cinematic animations may drive a 20% uptick in premium subscriptions. By 2025, VidAU projects a 300% revenue increase, a 200% rise in users, and a 65% boost in customer satisfaction globally.

Innovative AI Tools Set to Transform Video Creation for Brands

At the heart of VidAU’s mission are CEO Joanna Chan and co-founder Andy Liu, who envision video as a transformative force for businesses of all sizes. Chan emphasizes that this funding brings them closer to making video ads a game-changer, stating that, “This investment is about empowering every business, big or small, with standout video content.” Liu complements this by focusing on the customer journey, noting, “We’re turning video into a direct path in the consumer funnel, straight from interest to purchase.” With this latest round of funding, their vision is turning into reality, as VidAU scales up its tools to meet the growing demand for seamless, sales-driven video creation.

Bringing this vision to life, VidAU’s strength lies in its practical AI offerings, designed to deliver real value to users. The platform makes video creation fast and seamless, turning a product link into a polished, multilingual video in just minutes. Data-driven insights and A/B testing help users optimize their campaigns for maximum results. Creative flexibility is central to the experience. With options ranging from lifelike digital avatars to casual, user-generated content styles, all accessible through an intuitive interface. VidAU’s commitment to ethical AI practices, strong security, and user-friendly design has earned the trust of industry leaders like Anker, Miniso, and eBay, ensuring its tools remain powerful, reliable, and easy to use.

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VidAU AI: Pioneering the Future of Video-Driven E-Commerce

Looking ahead, VidAU is positioning itself to lead the charge in content-driven e-commerce, a sector poised to account for 17% of global online sales by 2025. By seamlessly blending video engagement with instant purchasing opportunities, the company is not just adapting to trends but actively shaping the future of how brands connect with consumers. Liu underscores this forward-thinking approach, saying, “We’re building the tools that define what’s next in e-commerce.”

This landmark funding sets VidAU on a path to revolutionize video advertising. Whether you’re a marketer, creator, or business leader, now is the time to explore what VidAU can do for you.

In an era where attention spans are shorter than ever, advertisers face the uphill battle of capturing and harnessing attention while fostering genuine connections with consumers. Bombarded by countless ads daily, audiences have grown desensitized to traditional approaches. For instance, while the QR code has become near ubiquitous in CTV advertising, they create a clunky, additional step that risks losing attention. This friction presents an opportunity for brands to evolve, embedding seamless interaction directly into the viewing experience.

Enter interactive video within the mobile environment: a strategy that turns passive viewers into active participants. Interactive video goes beyond conventional formats by incorporating features like product browsing, virtual try-ons, and game-like experiences. These elements transform ads from a one-way message into an immersive journey, allowing consumers to explore, personalize, and engage with brands in real-time. Not only does this approach drive deeper engagement, but it also improves brand choice across industries.

Empowering Engagement Across Categories 

Mobile’s interactive video harnesses consumer attention and brand choice by delivering tailored engagement for every use case. Whether it’s a virtual showroom for retail, a mix-and-match feature for fashion, or gamified ads for entertainment, these experiences deliver the specific interaction each category needs. Instead of relying on external links or QR codes, interactive videos create a self-contained journey where consumers can explore, personalize, and decide, all without leaving the ad.

Interactive ads, for example, typically fall into three main categories, each with unique benefits:

1. Browse Interactivity:

These ads enable consumers to explore product features or offerings through galleries or hotspots. Particularly effective in retail or in industries with diverse product ranges like technology and entertainment, browse interactivity empowers users to seek out information most relevant to them and “window shop” virtually. This personalized approach creates an engaging, user-driven experience.

2. Sample Interactivity:

Mimicking in-store interactions, sample interactivity lets users customize products or visualize options. This format is particularly impactful for products where personal taste plays a significant role, such as choosing a car color or selecting food items. Allowing consumers to test or personalize products fosters a sense of ownership and builds confidence in purchase decisions.

3. Play Interactivity:

Gamified ads integrate brand messaging into fun, adrenaline-inducing experiences. These ads excel at creating emotional connections, creating an invaluable advantage when brands have limited time to reach consumers. Play interactivity is particularly effective in industries like entertainment and retail, where immersive experiences have more memorable impacts in typically fast and crowded markets.

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Turning Attention into Conversion with Seamless Interactivity 

As video ads become shorter to accommodate dwindling attention spans, optional post-video interactive experiences become critical. A 15-second video might grab attention, but it’s the seamless transition to interactive elements that drives deeper engagement and conversion. The benefits of interactivity go beyond brand choice; they extend to emotional engagement, memory retention, and consumer loyalty.

Game-like ads, for instance, leverage the excitement of play to leave a lasting impression, while browse interactivity lets consumers explore products at their own pace, mimicking in-person shopping. For brands with extensive product lines, this empowers buyers to make informed, confident decisions.

Personalization is another key driver of success. Sample interactivity, such as allowing users to change the color of a product or customize features, empowers consumers to visualize products that align with their tastes and preferences. This tailored approach not only enhances the consumer experience but also significantly improves purchase intent.

Meeting the Demands of Today’s Consumers

Consumers increasingly seek ads that respect their time and offer value, a demand interactive formats address through memorable, seamless experiences. These ads are particularly effective in mobile environments, where users are already primed for active engagement. Unlike traditional disruptive tactics like interrupting stories on CTV or requiring QR codes, interactive mobile ads create a natural, flowing experience, enabling brands to connect with consumers authentically.

Interactive elements also align with broader shifts in digital advertising. As privacy regulations and ad-blocking technologies limit the effectiveness of traditional ads, interactivity provides a solution rooted in voluntary, meaningful engagement. For example, instead of relying on pop-ups or cookie-based targeting, a fashion brand could use an interactive ad that allows users to mix and match outfits in a virtual dressing room. This approach respects consumer privacy while offering value and entertainment, creating an experience users choose to engage with on their terms.

The Future of Advertising is Interactive

As consumers demand more personalized and engaging experiences, interactivity in advertising is no longer optional, it’s essential. By fostering voluntary, meaningful engagement, interactive ads provide a path forward in a landscape shaped by ad fatigue and privacy concerns. Whether it’s a gamified experience that sparks joy, a product customization tool that builds confidence, or a virtual showroom that empowers discovery, interactivity transforms ads into valuable experiences that resonate with consumers. For advertisers, the message is clear: those who embrace interactivity are not just capturing attention but building connections that drive loyalty, trust, and long-term success.

Jarrod Dambro, Senior Director of Sales NA, Digital Turbine

Jarrod Dambro currently serves as the Senior Director of Sales NA at Digital Turbine. He has 15 years of experience in adtech, with over five years specifically in the mobile space. His background encompasses expertise in both the demand and supply sides, including supply path curation, audience targeting, upper and lower funnel activations, contextual targeting, and UA-based activations. Throughout his career, he has collaborated with renowned brands such as P&G, Progressive Insurance, Nationwide, Kellogg’s, and various QSRs and casual dining establishments, including Wendy’s, Olive Garden, and most recently, Cracker Barrel.

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