How L’Oréal Drives Online Traffic With Data-Driven Video Ads

Data-driven video means using customer intelligence to shape both a video’s distribution and message. According to a report from video marketing platform Innovid, CPG companies are seeing strong results by mixing a little data into their campaigns.

The report highlights a L’Oréal campaign that used data-driven video to encourage shoppers to visit a local store or visit retailers’ websites. To accomplish this, Innovid created an overlay that provided local information. Ever see an ad and wonder where you could buy the product? This video let shoppers know.

The campaign created over 2,000 versions of video ads for four Giorgio Armani campaigns, each with an overlay showing people where their nearest physical store was and offering links to the store’s site. “Having both the physical address and digital retailer present in the ad allowed the brand to cater to consumer preferences to either visit the nearest retail locations or purchase online,” Innovid’s report notes.

To test results, Innovid also ran versions of the video without the overlay. It found that the data-driven ads offered the best performance lift when compared to standard pre-rolls. Also, an ad format designed to drive clicks to L’Oréal’s site showed a double-digit rise in click-thru rates.

“While it’s true that our research shows that personalized, data-driven video, CTV, and interactive formats are seeing massive growth in impressions from CPG brands, the sector can still achieve significant first-mover advantage by investing in data-driven video—engaging consumers more effectively and stealing market share,” the report concludes.

The report also shows how Conagra’s snack brands achieved high gains in mobile CTRs and desktop completion rates using shoppable video ads. One version of the ad used an animated overlay with a Buy Now button, while a second created a canvas that wrapped around the video.

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Connected TV Increases Digital Video Impressions

Based on a recent global video report, video marketing platform Innovid says connected TV in 2018 is now at a 27% share of all digital video impressions to date, up from 20% in 2017 and 13% in 2016.

Mobile platforms are at a 45% share — up from 42% in 2017 and 2016. Desk digital video consumption is at 28% — down from 32% (2017) and 45% (2016).

Innovid found a 30% increase in the number of advertisers running messaging on connected TV platforms in 2016 versus 2017.

In working with 21st Century Fox’ true[X] unit on “choice-based” advertising — letting viewers choose between one interactive ad or watching multiple ads in the manner of a traditional commercial break — Innovid says the results showed strong results for marketers.

Looking at over 100 marketers that used choice-based ad units nearly 60% of viewers opted to complete “the engagement” of the ad. In addition, viewers spent more time with the ad — beyond the required time limit.

On Roku connected TV devices, the percentage was 151% higher; with Apple TV, 93%, and smart TV, 37%.

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What advertisers expect from online video in 2018

Despite placing great faith in online video as a means of connecting with audiences in the near to mid-term future, marketers are largely unsatisfied with their advertising strategies in the space thus far.

A survey released today (November 28) indicates that only 6% of marketers would currently characterize themselves as “innovators” when it comes to their use of online video. Albeit the vast majority want to improve their efforts in the space, with 80% of correspondents reporting that they will increase their video advertising efforts in 2018.

The report, entitled “Where are Brand Marketers Taking Their Video Strategy in 2018?”, was conducted by video adtech outfit Innovid along with Brand Innovators and queried 140 marketers on their attitudes around their own brand’s video advertising strategy. This included: their attitudes around data integration; how they assess their success; as well as their video advertising plans for 2018.

Participants in the survey cited three principal reasons for their comparative company’s lack of leadership in the video advertising space, primarily a lack of: budget; in-house expertise and prioritization across the wider organization.

Marketers cite funding as the gating factor in video advertising volume for the vast majority of marketers, although 79% of participating companies will increase their video advertising efforts in 2018.

Facebook and YouTube currently dominate when it comes to advertisers’ video ad spend, while OTT video platforms – such as Hulu and Roku – currently account for 9% of video ad spend. Ad spend on such formats is expected to increase “significantly” in the 12 months to come.

The survey also found that interactive TV ads are currently underutilized because there is a general lack of knowledge about the capabilities that current video advertising technologies provide, according to the findings.

It also found that 90% of marketers understand the value of using digital key performance indicators (KPIs) when it comes to measuring the effectiveness of an online ad campaign, as opposed to using more traditional KPIs.

However, 35% of marketers rely completely on their media agencies when it comes to online video advertising expertise, according to the study. It also suggested that marketers are largely are uninformed about the costs associated with deploying customized video ads, with 45% reporting that they don’t believe that creative can be customized into hundreds of variants for less than $20,000.

Beth-Ann Eason, Innovid, said that brands need to select partners with expertise in video marketing strategies in order for them to solve real business problems through data-driven creative campaigns with concrete measurement and results.

Eason stated: “Many marketers seem to be coming down hard on their own video marketing efforts, but it is also clear that there is so much untapped potential and optimism about video marketing and its impact on consumers to be harnessed in the year to come.”

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