At any given moment, your target audience is spread throughout the different phases of the purchase funnel—awareness, consideration and purchase intent, at their most basic.

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Programmatic Media Buying, Campaign Automation, Uncategorized

Video ad personalization can boost response rates by as much as 200%.

In other words, “version-izing” online video commercials for each of your line items—locations, personas, product offers, etc.—greatly increases the relevance of your message, engages viewers and gets them to act.

Fast & Easy Version-izing

New technology allows you to cost-effectively create “master” commercials with variable elements in them and then produce hundreds of versions with text, graphics, photos—even video clips—specific to each line.
Variable elements can include:

• Addresses,
• Maps,
• Photos of storefronts or retail locations,
• Pictures of managers or agents,
• Deals/offers/specials and calls to action,
• Affinities such as licensed sports team logos,
• Different products for different regions or personas, or
• Different spokespersons for different personas, etc.

In the example shown here, the variable elements in the frame at this point in the video commercial include the photo and name of the local financial advisor, the location name and phone number, and the offer/call to action over the video frame.

Of course, once you’ve personalized your video ads, you need to deliver them to those locations and customer segments precisely and cost-effectively. (We call this "hyper-targeted delivery.")

 

Imagine the Possibilities for you Brand

This technology is ushering in new creative opportunities for brand marketers and their agencies, such as being able to:

• Easily and cost-effectively A/B test different creative and offers,
• Run different deals/specials at different times of day or swap them out across all locations weekly, monthly, quarterly, etc.,
• Count down days to the end of a promotion, a holiday or other event,
• Feature different products or services in different locations based on inventory, manufacturer incentives, climate, culture, popularity, etc.

View Some Personalized Clips

Take a look at this short reel with a few clips of personalized video ads we've produced:

 

 

Get a handy list of the four high-level steps we follow to personalize your video ads plus, get the four best practices for creating online commercials that drive personalization.

 

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Uncategorized

Most agencies and brands are still way more comfortable with planning TV ad campaigns than online video ad campaigns. Let's face it, TV has been king forever; video is the upstart.

Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, YouTube Advertising, Uncategorized

A Measure of Quantity, Not Quality

A CPM is a media measure that values the cost-per-mille (or cost-per-thousand impressions) for an ad campaign buy.

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Programmatic Media Buying, Campaign Automation, Uncategorized

What should you look for when it comes to a video advertising solution?

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, YouTube Advertising, Uncategorized

2015 saw advertisers spend an increasing amount of media dollars on video. Industry surveys estimate that more than two-thirds of U.S. brands and agencies spent dollars on video ads this past year, primarily shifting budgets from TV and print.

Yet, we’re still in the early stages of video advertising’s own Big Bang, and 2016 will likely see important changes in how advertisers and agencies view and buy video ads. Here are four huge mistakes we think a lot of them will stop making this coming year…

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying

Most agencies and brands are still way more comfortable with planning TV ad campaigns than online video ad campaigns. Let's face it, TV has been king forever; video is the upstart.

But as more and more big dollars shift from single to multi-screen, savvy planners and managers are learning to help their brands leverage the huge advantages of video.

Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, YouTube Advertising

We know what a challenge it can be to plan and run YouTube TrueView campaigns. Mix in multiple flights, offers, locations, audiences, etc. and it can get tricky quickly.

Never fear. We make running complex TrueView video campaigns simple and worry-free.

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Campaign Automation, YouTube Advertising

Several months ago, we posted a Tipping Point Alert after the CEO of Omnicom Group's media operations told the Wall Street Journal that the agency had started advising its big brand clients to shift 10% to 25% of their TV ad budgets to digital video.

We felt that, as the shift in consumer viewing behavior accelerated toward multiple screens, other large agencies would follow Omnicom's lead and shift a growing volume of ad dollars to online video.

Now, we’re posting a second alert after the stocks of many big media companies recently dropped amid market reaction to Disney’s early August earnings call. CEO Bob Iger conceded that ESPN, Disney's dominant cable platform, had lost subscribers "...due to contraction of the pay-TV eco-system.”

Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, Programmatic Media Buying, Campaign Automation

We're huge proponents of YouTube's TrueView skippable video ad format because it delivers exceptional benefits to advertisers and agencies—e.g., they pay only for completed views, and gain near 100% viewability plus significant brand lift in almost every campaign.

That's why we saw Google's recent announcement as big news for us and the video advertising industry.

On Thursday, Neal Mohan, VP, Display & Video Advertising wrote that Google will no longer support buying YouTube advertising through the DoubleClick AdExchange (AdX) as of the end of this year.

Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Campaign Automation, Video Ad Viewability, YouTube Advertising