We sat down with Brian Pozesky, Chief Product Officer at Eyeview, to discuss their best practices for using data to implement more effective one-to-one marketing campaign strategies in video ads. Eyeview has solved the challenge of taking the personalized data-driven methodology you love and applying it to video. With its groundbreaking 1-to-1 video marketing technology, Eyeview has delivered significant ROI for performance marketers in Fortune 500 companies, more than 4x greater than the industry standard, across CPG, retail, travel, and automotive verticals.
- What are some misconceptions about personalization and 1-to-1 marketing?
Many companies are unaware that video can be personalized for just one consumer.
Some brands think personalization doesn’t support branding efforts and is only for direct response goals. One-to-one marketing isn’t about targeting—we’re actually removing the need to create segments.
For example, one of our customers, a top-ten national retailer, needed to drive more measurable traffic to their brick and mortar stores.
By using a hyper-local mobile video campaign focused around their 2,000 stores, we were able to create ads that were not only geographically relevant but that dynamically infused relevant information based on the customer’s purchase behavior, location, and current weather patterns.
They saw a 27% increase in store visits in the group that was exposed to these ads.
- Do you have data that shows how much more effective a personalized strategy is than a non-personalized strategy?
One of our CPG beverage clients did an IRI study comparing the impact of personalized video advertising to a traditional TV ad.
The in-store sales from consumers exposed to the personalized video ad were 31% more than the repurposed TV ad.
- What are some of the key operational challenges in planning and creative development?
It depends on the granularity of the personalization. I think personalization is considerably more work, but the additional investment pays dividends in the long run.
Connecting the data to the creative is tough.
The more granular the data is the easier it is to understand the client’s business and help suggest the best creative approach—things like transaction amounts and transaction product categories all play a big role.
- What are things that brands need to do well to make the personalization investment pay off?
Data isn’t being created for personalization—the data is already there—so 80% of the work has already been done.
Brands need to be effective in getting the data anonymized and in the right format to drive personalized media.
One of the best ways we’ve seen brands do this is by integrating with companies and match partners that provide consultative and analytic capabilities.
- What has data onboarding allowed you to accomplish?
Take for example an auto client.
Data onboarding has allowed them to anonymize offline sales transaction data and target known buyers of a certain make and model, so they can serve videos with a hyper-local map to consumers near a known dealership.
- What about on the content side—what is a best practice in planning a personalization campaign around the creative or message optimization?
Personalization allows you to continue the conversation with the consumer.
One of the best practices around optimization is capturing a response from a personalized interaction, then using that response to inform the next iteration of a personalized ad.
Over time, by understanding the responses and the non-responses to that personalized ad, you can create an optimized piece of content to drive your goals for that segment.
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