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INTELLIGENT DATA DRIVEN VIDEO EXPERIENCES By Tim Copacia – Executive Vice President, UnityWorks

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INTELLIGENT DATA DRIVEN VIDEO EXPERIENCESBy Tim Copacia – Executive Vice President, UnityWorks

INTELLIGENT DATA DRIVEN VIDEO EXPERIENCESAfter spending a long career in the advertising and marketing services industry I have witnessed many “new frontier” business strategies and communication channels. Some of those notable “game-changers” were: 1:1 Marketing, CRM, interactive marketing, social media, variable digital direct mail and customer experience management, to name a few. With each comes promise and sweeping interest and excitement from agencies and clients alike.

Each new approach or business strategy provides the opportunity for agencies to enhance their current portfolio of services so they can stay in front of the pack by providing the optimal solution to their clients.

The Next Big ThingWell the time has come for the next big thing. It is called Intelligent Data Driven Video Experiences. This new capability allows brands, marketers and retailers to utilize their valuable customer data and intelligence to create personally relevant video experiences throughout the customer journey. Whether you are pursuing new first time buyers, trying to conquest consumers from your competitors or just deepening your relationship with current customers…these new Data Driven Video Experiences provide an innovative way to emotionally engage customers at every touch.

I believe that those agencies that are responsible for managing and optimizing the brand’s customer data are in the best position to thrive. That is why Customer Engagement Agencies have been elevated to a new level of importance with brands and clients. It is no longer just about a good strategy and brilliant creative. If you have the data and know how to turn it into actionable customer intelligence, then you are likely to provide more relevant and valuable communications to prospects and current customers. Until very recently the ability to take data and apply it to variable, intelligent, data driven video experiences was just a dream. Today it is real, it is happening, and it is scalable.

However it is not something that any agency, regardless of their size and financial strength,

can create overnight. It requires a video asset technology platform and efficient video content development services that can assemble a million different video experiences in real time based on specific brand, retailer or customer data.

Video Enabled Email Improves PerformanceWhy just send an email when you can send a personally relevant video experience that provides more value and a better experience for your prospects and current customers? Did you know that we have seen click through open rates with video email increase by 250% over emails that don’t include video? Did you know that using video enabled email has demonstrated an 18% lift in automotive service revenue compared to other forms of targeted marketing?

Here’s how it works.

The agency (typically the Customer Engagement Agency) provides a data file by brand, retailer and customer. This can occur at the segment level or all the way down to the individual customer level. We work with the agency to create a Dynamic Video Destination Page that is aligned to the brand and the email campaign creative. We provide an animated GIF to the agency to incorporate into their email design. This is the link that opens up the video experience for the consumer. The Video Destination Page graphics and multiple videos are created to tell the intended story to the consumer. The offers, incentives, retailer branding, and key buying links to the retailer’s website are all compiled into the video page template. We utilize available video assets from the brand or agency and recut as necessary to tell the intended product or service story. The overall page itself “comes to life” with animation that guides the consumer to key action links. In addition, we can create moving customized backgrounds along with multiple video presentations that can all be changed dynamically, including current offers, customer’s name and even lifestyle or life stage content. These dynamic video destination experiences include “adaptive content” that allows the experience to be modified based on customer data, page interactivity or actual customer behavior.

“Video enabled email can increase Click Through Open

Rates by 250%”

Of course, all content is responsive to the device so you can be sure that each customer gets the optimal viewing experience.

Omni-Channel Dynamic Video DestinationThis video destination can be connected from virtually every channel (i.e. email, social media, SEM or display advertising) including micro- targeted video pre-roll campaigns. Once you have created your Dynamic Video Presentation Page you can then use our micro-targeted pre-roll ads (customized by retailer and product) to “intercept” your competitive shoppers and customers through hyper-local campaigns that connect to prospects within a 20 mile radius of the retailer. This approach allows the brand, the regional marketing group or retailer to serve up a relevant video that takes the viewer with just “one-click” directly to the retailer’s video-rich destination.

Now when an “in-market” customer who matches our targeting criteria searches on YouTube or any other online network, they will be served a compelling video pre-roll ad. In most cases these are permission based ads where the customer has the option to skip the video. Did you know that a viewer who watches a skippable pre-roll ad is 75% more engaged than a viewer who is forced to watch a non-skippable ad?

According to Google and Millward Brown, here are the two most important facts to keep in mind when evaluating the role of online video campaigns:

1. Online video is the #1 tool in driving consideration

2. 41% of auto buyers actually visited a dealership after viewing an online video ad

We have demonstrated numerous real-world examples of how our “end-to-end” pre-roll campaign solution can impact traffic and sales. We have seen a domestic brand with 50+ dealers within a major metro see visits to the featured model page on their video destination page increase 1600% from our pre-roll campaigns compared to previous months when no pre-roll

campaign was run. We have also seen downstream Google searches on mobile devices increase 10% just 30 days after the completion of concentrated video pre-roll campaigns among multiple dealers in a market.

Get in the GameData driven video experiences customized by the brand and retailer and personalized to each consumer is the next frontier for marketers. Data and digital giants like Epsilon are pioneering new data driven video approaches for both acquisition and lifecycle marketing/retention programs for thousands of dealers.

Intelligent data driven video experiences are here. It’s time to get in the game.

For more information on how you can bring data driven video experiences to your brand or retail network, contact Tim Copacia, Executive Vice President at [email protected] or 248.613.2576. UnityWorks Media is located in Bloomington, MN and is a leader and video pioneer within the retail automotive industry. UnityWorks is owned by Internet Brands and is part of the AutoData group of companies. For more information visit www.UnityWorks.tv

About the Author: Tim Copacia is an agency veteran having spent 30+ years in the business holding executive level positions at multiple agencies within the top three advertising holding companies.

He is an auto industry pioneer in interactive marketing, CRM, Customer Experience Management and Data Driven Personalized Video Experiences. He was the former EVP of BBDO Detroit and Campbell-Ewald, President & CEO of Ross Roy/InterOne Marketing Group (Omnicom/BBDO), and President of Wunderman Detroit (WPP). He has also held executive positions in two tech start-ups. He was actively involved in the recent UnityWorks Media sale to Internet Brands in June 2015.

“41% of auto buyers actually visited a dealership after viewing an online ad”