Portions of video ads can be customized dynamically with images and copy depending on a viewer’s location, weather conditions and more.
“Instead of delivering the same video ad to every viewer, marketers now have the power to deliver video campaigns every bit as personalized as their display ad counterparts — and with the same ability to exponentially increase user engagement and boost campaign performance,” said Diaz Nesamoney, CEO of Jivox, in the announcement.
The base video remains the same, but different branding, product messaging, images and pricing, among other variables, can be pulled into placeholders dynamically based on targeting criteria and viewer seeing the ad. Customizations can appear as images within the video or as overlays. For example, an automotive manufacturer could customize ads with images of specific car models and local dealership information in a video with the audio remaining the same in all variations. A weather-based campaign could show a car driving in snow or rain, for example, depending on a viewer’s current weather conditions.
“Video is clearly the go-to instrument for brand storytelling,” Tim Bagwell, senior vice president of Xaxis Ad Labs, the creative services unit of WPP’s programmatic division. “Unfortunately, the cost of video production and limitations in technology has made delivering personalized video ads out of reach for most marketers until now. With Jivox’s platform, brands can engage in near one-to-one conversations with hundreds of thousands of individual audience members in a similar fashion to programmatic creative display executions.”
Jivox says assets such as copy variations, product images or locations are usually provided by the creative agency. For VPAID dynamic video ads, assets can be pulled dynamically in real time from the brand’s site or a feed.