Cineverse unveiled Matchpoint Creative Labs for CTV advertising

Cineverse has introduced Matchpoint Creative Labs, an in-house studio designed to produce video advertising for CTV, FAST channels and streaming platforms. The new unit aims to make high-quality creative more accessible by using AI-driven production workflows.

The company says Matchpoint Creative Labs was created to fill a gap in the ad-supported streaming market, where many FAST and streaming operators lack the creative teams traditionally found in broadcast networks. MCL will help brands and channels generate motion-based ads, on-air promos, branding assets and channel IDs, using both traditional production and GenAI tools to scale campaigns efficiently.

The services are first rolling out across Cineverse’s own streaming networks — including Screambox, RetroCrush and Dove Channel — before expanding to external partners. Existing clients of the Matchpoint SaaS platform will also gain access to the new creative offering.

Cineverse expects MCL to generate more than US$4.5 million in its first year, driven by growing demand for CTV-specific creative as ad spend continues shifting from linear to streaming.

Tony Huidor, Cineverse President of Technology & Chief Product Officer, said the rise of connected TV has increased the need for broadcast-quality creative, and that GenAI now enables a more affordable, scalable solution for the streaming era.