As advertising dollars continue shifting toward connected TV and free ad supported streaming, creative execution is becoming a critical differentiator across the MarTech and media ecosystem. Cineverse has announced the launch of Matchpoint Creative Labs, a new in house creative services unit designed to support the growing demand for premium video advertising across FAST channels, CTV environments, and ad supported streaming services.
Cineverse said Matchpoint Creative Labs was created to help brands, publishers, and streaming operators meet rising expectations for motion first creative that feels native to the connected TV experience. The unit operates within the Cineverse Technology Group and extends the company capabilities beyond platform technology into scalable creative production powered by generative AI.
The launch comes as advertisers increasingly prioritize streaming over traditional formats. According to research from MNTN, CTV ad spend is expected to surpass linear television for the first time by 2028, reaching nearly forty six billion dollars. Data from Nielsen shows that sixty six percent of marketers planned to increase OTT and CTV spend in 2025, up sharply from the prior year. Despite this growth, many FAST channel operators lack the internal creative resources that once existed within legacy broadcast and cable promotion teams.
Matchpoint Creative Labs was built to address that gap. The unit focuses on producing premium video advertising and motion based creative that aligns with how audiences consume content on streaming platforms. Its services include creative direction, design, and production delivered through technology enabled workflows that allow campaigns to scale efficiently. In addition to advertising, the team develops on air promotional spots, channel IDs, branding packages, and visual assets for special programming initiatives.
These capabilities are already being used across Cineverse owned and operated streaming properties and are now available to external partners, including brands and third party streaming services. Cineverse expects Matchpoint Creative Labs to generate more than four point five million dollars in high margin revenue in its first year, driven by strong demand from existing Matchpoint SaaS clients and new customers seeking cost effective creative solutions.
“As FAST and streaming services continue to scale, the need for high quality on air creative has become critical, but the traditional broadcast model simply doesn’t exist for many of these operators,” said Tony Huidor, President of Technology and Chief Product Officer of Cineverse. “As genAI technology has rapidly matured, we have focused on building in house expertise that can deliver broadcast grade creative at a far more cost effective scale.”
The Creative Labs team blends traditional creative development, storyboard design, and human led scriptwriting with generative AI workflows that enable faster versioning and deployment across campaigns. Initially, Matchpoint Creative Labs will support Cineverse streaming brands such as SCREAMBOX, RetroCrush, and Dove Channel, while also expanding into broader market opportunities.
“With the launch of Matchpoint Creative Labs, Cineverse extends its role beyond entertainment technology and into the creative services ecosystem,” said Michele Edelman, EVP Technology and General Manager of Matchpoint. As Matchpoint Creative Labs scales, Cineverse is positioning itself at the intersection of technology, creativity, and monetization in the rapidly evolving FAST and CTV economy.
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