Logo
  • Home
  • Services
  • Products
  • About
  • Contact
  • News
  • Сareers
  • Log in

The advertising industry is embracing mass personalization of video creative

Mass personalization of video advertising is set to be a defining trend over the next 2-3 years, with the advertising industry on journey towards delivering increased ad relevance. The development of programmatic buying has been the first step, allowing advertisers to target audiences on a growing range of media and platforms, including video. But, in general, large numbers of people still see the same generic, non-personalized creative. 

The next stage is to tailor video creative to individuals, households or segments – using personalization technology to create hyper-relevant experiences. There are many ways in which video ads can be personalized, such as altering a featured product, promotion, store location, voiceover or music track depending on the viewer’s interests.

Emerging evidence suggests that these highly relevant, personalized video campaigns are more effective. In recent studies, campaigns with personalization achieved 6x higher engagement lift over non-personalized ads , and up to ten times higher engagement than non-personalized creatives.

There is growing advertiser demand for personalized video creative

Major advertisers and agencies are excited about the opportunities for mass personalization to increase relevance and improve campaign effectiveness – and are increasingly interested in personalization on broadcaster video services, including linear TV. Targeting and personalization were top 3 digital marketing priorities for 24% of organizations in 2018, with 55% planning to increase their budget for personalization. 69% of major advertisers have already invested in dynamic creative platforms for programmatic or plan to invest in the next year. 

“Our clients are facing increasing pressure from the rise in consumer expectations, the mainstreaming of direct-to-consumer brands and new data regulations. The only response is to deliver personalized experiences at scale.” Arthur Sadoun, Chairman and CEO of Publicis Groupe

Mass personalization is increasingly part of agency DNA and holding groups are building up relevant skills and capabilities, such as acquiring data assets. In April 2019, Publicis Groupe acquired Epsilon to accelerate the implementation of its strategy to deliver personalized experience at scale. Similarly, in October 2018, IPG completed its acquisition of Acxiom, a provider or marketing data and services.

In some cases, major advertisers have developed personalized video campaigns for social platforms. 

Toyota ran a Facebook and Twitter campaign for its RAV4 model that delivered 100,000 different video permutations of 100 video assets, driven by the Facebook history of the user. Importantly, advertisers and agencies are now seeking mass personalization capability on high-reach quality broadcaster video inventory, including linear TV – they do not want to be restricted to social video and display.

Broadcasters have an opportunity to close a capability gap with internet competitors

A capability gap is opening up between online and social video – which can deliver dynamic creative now – and the broadcaster video and addressable TV markets which generally lack this capability. YouTube offers Director Mix, a tool for creating dynamic video creative for the social platform. In 2018, Buick ran a campaign involving dynamic pre-roll ads on YouTube with contextual custom video messaging relevant to users and the content they are watching. Facebook offers a dynamic creative option that automatically optimizes creative for audiences, assembling custom ads from video, image and text components supplied by the advertiser. Broadcasters have made relatively limited progress in developing dynamic creative. Only in certain instances, such as All4 in the UK, have they developed personalization capability and, in most cases, this is on online platforms and connected TV only.

Current personalization capabilities of broadcaster video ad inventory

Notes:

  1. The development of addressable ad insertion and programmatic sales for linear TV are limited to certain markets and platforms.
  2. Synthesis of sources including Group M, Zenith, Magna Global, eMarketer, Strategy Analytics.
  3. Personalization capability varies depending on the technology implementation.
  4. Sky has announced plans for programmatic sales of linear TV advertising.

There is a strong opportunity for broadcasters to develop user- or household-level personalization on broadcaster online video services, connected TV, VOD and addressable TV. Increasingly, technology solutions are available to enable this capability. For example, in the UK Cablato supported a personalized campaign on Sky AdSmart.

On legacy linear spot advertising and programmatic TV advertising, targeting options are more limited, but there is an opportunity to tailor creative to spots – showing different versions of an ad in different regions and contexts. In the US, there are 210 designated market areas, and programmatic TV is relatively well-developed, allowing advertisers to buy particular spots, based on audience data.

Strong rationale for broadcasters to act now

There is a strong rationale for broadcasters to act now to develop their personalized TV creative capabilities:

  • Improve the competitiveness of their online video ad propositions. Broadcasters are increasingly competing with YouTube and Facebook for share of ad spend. These internet platforms are rapidly developing their ad offers and broadcasters need to innovate to remain competitive.
  • Generate incremental revenue. Advertisers are likely to pay a premium for the increased relevance and effectiveness that personalized video inventory offers. [Placeholder for A+E quote about selling personalized inventory at a premium].
  • Leverage audience data. Broadcasters can use their first-party data, and brands’ data, to support personalization and generated incremental revenues.
  • Provide a platform for house ads. Broadcasters are increasingly competing for audiences with SVOD providers such as Netflix and Amazon Prime. These internet players are data-first businesses, with well-honed marketing operations. Broadcasters need to improve their marketing and can use personalized video creative capability to deliver more relevant house ads, promos and communications.

Broadcasters need to overcome a range of challenges to implement personalized video ads

In order to provide clients with personalized or tailored video creative capability, broadcasters need:

  1. Addressable video advertising inventory – on online video and/or TV platforms -for individual or household personalization. Or, for broader tailoring of creative to spots or regions, the ability to sell specific spots.
  1. Data – audience data or contextual data for use in decisioning.
  1. Personalized TV ad solution – to generate relevant creative, analyze data and select relevant creative, interface with ad serving infrastructure and manage the buy side.  

In developing a solution or selecting a supplier, broadcasters face a range of challenges:

  • In most cases, broadcasters distribute across multiple video platforms, from owned and operated online video services to third-party TV platforms, with different data and targeting capabilities. Ideally, a personalized video solution would work across these disparate platforms – on online video now and addressable linear TV as it gains traction in the longer-term.
  • Broadcasters operate streamed video services as well as video-on-demand. Inserting personalized advertising into streamed services involves technical challenges, particularly achieving low latency.
  • In most markets, there is no common data taxonomy. Broadcasters collect and process data, and segment audiences, in different ways. Consequently, it is challenging for advertisers to develop tailor creative in the same way across broadcasters, which limits the market.
  • Data portability is limited by the GDPR in Europe. It is easier to implement personalized video creative if data is processed on a broadcaster’s systems, not third-party systems.
  • Ad failure rates can be high, especially on streamed services, impacting the viewer experience. Up to 47% of ad insertion attempts on streaming video services do not result in the ad being seen as intended. Ensuring a good quality experience is a top priority for many broadcasters and requires solutions designed to minimize risk of drop off.
  • The broadcaster video market is relatively fragmented in terms of media and platforms, but advertisers want to run campaigns at scale across these media. Broadcasters need to work with a personalization solution that is compatible with their peers in terms of segmentations and buying and trafficking processes.
  • In most markets, broadcaster ad creative needs to go through regulatory compliance checks. Broadcasters need a personalized video supplier that is able to integrate with this process to pre-approve creative as appropriate.

A promising future for personalized broadcaster video?

If broadcasters can overcome these challenges, then they can strengthen their advertising propositions relative to internet competitors and tap into growing demand for personalized campaigns. Implementing personalized creative will improve the prospects of growing their businesses over the coming years.

« Buzz Bingo Seaside Spinner Personalised TV Campaign, Summer 2019
Understanding Personalised TV »

Recent News

27.08.2019
Understanding Personalised TV
08.08.2019
The advertising industry is embracing mass personalization of video creative
02.07.2019
Buzz Bingo Seaside Spinner Personalised TV Campaign, Summer 2019
22.03.2019
Why 2019 will be the year that advertisers successfully adopt digital personalisation
22.03.2019
Hyper-Personalisation Is The Solution To Stagnating Digital Ad Effectiveness

Recent News

27.08.2019
Understanding Personalised TV
08.08.2019
The advertising industry is embracing mass personalization of video creative
02.07.2019
Buzz Bingo Seaside Spinner Personalised TV Campaign, Summer 2019

Herengracht 257
1016 BJ Amsterdam
The Netherlands

85 Frampton Street
London
NW8 8NQ
United Kingdom

 +44 20 7298 2787

 info@cablato.com

  • Home
  • Services
  • Products
  • About
  • Contact
  • News
  • Сareers
  • Log in

Copyright © 2019 Cablato. All rights reserved. Privacy policy. Cookies policy.

Cookies Statement

This cookie statement explains:

  • what exactly cookies and web beacons are
  • the cookies placed on our own website - http://video.cablato.com/
  • cookie consent and how to opt-out

What exactly are cookies and web beacons?

In order to collect the information as described in our privacy policy , we may use cookie and similar technology on our website.
A cookie is a small piece of information which is sent to your browser and stored on your computer's hard drive, mobile phone or other device.
You can set your browser to notify you when you receive a cookie. This enables you to decide if you want to accept it or not. However, some of the services and features offered through websites may not function properly if your cookies are disabled.
Cookies can be first party or third party cookies.

  • First party cookies - cookies that the website you are visiting places on your computer; or
  • Third party cookies - cookies placed on your computer through the website but by third parties

Web beacons are often transparent graphic images that are placed on websites to monitor the behaviour of the website visitor.
The cookies placed on our site: http://video.cablato.com/

We use the following first and third party cookies on our website:

  • Strictly necessary cookies

These cookies are essential in order to enable you to move around the website and use its features. Without these cookies, services you have asked for cannot be provided. They are deleted when you close the browser. These are first party cookies.

  • Performance cookies

These cookies collect information in an anonymous form about how visitors use our website. They allow us to recognise and count the number of visitors and to see how visitors move around the site when they are using it and the approximate regions that they are visiting from. These are first party cookies.

  • Functionality cookies

These cookies allow the website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced, more personal features.
These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites. These are first party cookies.

  • Targeting Cookies

These cookies are used to deliver adverts more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaign. They are usually third party cookies, placed by advertising networks with the website operator's permission. They remember that you have visited a website and this information is shared with other organisations such as advertisers. Quite often targeting or advertising cookies will be linked to site functionality provided by the other organisation.

Our website also integrates with social media sites such as Twitter, Dribble, Vimeo, YouTube, LinkedIn, Facebook and Flickr, many of which use cookies to manage integration with other sites such as ours.

Please see the cookie statement of these websites for more information about the cookies that they use.

Specifically, we place the following first and third party cookies:

Cookie Name

Domains

Expiry

Purpose

First party cookies

_utma
_utmb
_utmc
_utmz

cablato.com

2 years
30 mins
session
6 months

These cookies are set by google analytics.
More about google analytics is available here.

Iscookie

cablato.com

1 year

This cookie remembers whether you have accepted our cookie policy

CMSSESSIDc315bba0

cablato.com

session

This is a session cookies that remembers you as you browse our site

Third party

LinkedIn

We integrate linkedin.com to our website together with other social media services. With Linkedin we provide a button where you can easily recommend us with a single click. Linkedin uses several cookies when integrated. More information about LinkedIn's use of cookies is available here

Twitter

Like LinkedIn, we integrate with Twitter's api so that you can easily follow our tweets. More information about Twitter's use of cookies is available here

Facebook

We integrate the Facebook API to our site to provide a button where you can quickly "like" Cablato. Facebook currently use at least ten cookies to manage integration with other sites. More information about Facebook's use of cookies is available here

Vimeo

We intergrate Vimeo so that you can easily watch our videos online, More information about Vimeo's use of cookies is available here https://vimeo.com/privacy

YouTube

We intergrate YouTube so that you can easily watch our videos online, More information about YouTube's use of cookies is available here https://www.youtube.com/static?template=privacy_guidelines

Dribble

We intergrate Dribble so that we can share designs with yous online, More information about YouTube's use of cookies is available here https://dribbble.com/privacy

Flickr

We intergrate Flickr so that we can easily share photos with you online, More information about Flickr's use of cookies is available here https://info.yahoo.com/privacy/us/yahoo/flickr/details.html

We may also use your IP address to help diagnose problems with our server, to administer our website and to improve the service we offer to you. An IP address is a numeric code that identifies your computer on a network, or in this case, the internet. Your IP address might also be used to gather broad demographic information.

The cookies we place on behalf of companies and their brands (the advertisers) on websites that sell advertising space

We have created a targeted and serving technology platform that is used by our clients and advertisers to buy and deliver online advertising, including targeted and behavioural advertising (as explained above and in our privacy policy ), mostly through real-time bidding (the Platform).

The Platforms uses cookies to facilitate targeted delivery of our clients' online advertising campaigns.

Cookie Names

Purpose

idb

This cookie contains a unique randomly-generated value that enables the Platform to distinguish browsers and devices. It is matched against information – such as advertising interest segments and histories of ads shown in the browser or device – provided by clients or other third parties and stored on the Platform. This information is used by clients to select advertisements for delivery by the Platform and to measure the performance of those advertisements. In addition, to enable clients to use non-PII (Personal Identifiable Information) they collect outside the Platform or acquire from other third parties, this cookie is sometimes matched to clients' or other third parties' cookies that contain such non-PII. For more information about information collected and used on the Platform, see our Privacy Policy.

idb (opt out)

When a user opts out from receiving the Platform's Adverts, the unique value in uuid2 is deleted and replaced with the non-unique value "AA".

Cookie consent and opting out

To comply with current legislation, we need to ask for your consent to set cookies on our own website: http://video.calato.com/

When you arrive on our website a pop-up message will appear informing you that we would like to place cookies on your device. If you, or another user of your computer, wish to withdraw your consent at any time, you can do so by altering your browser settings otherwise we will assume that you are happy to receive cookies from our website.

Similarly, if you would like to stop receiving behavioural advertising cookies placed by us on behalf of companies and their brands (the advertisers) on websites that sell advertising space, you can also do by altering your browser settings and by visiting www.allaboutcookies.org and http://www.youronlinechoices.com/uk/.

For mobile devices we may use persistent user profile data to target advertising (also known as behavioural, or interest-based advertising) in order to provide ads that are likely to be more interesting and more relevant to mobile device users. In addition to cookies, we sometimes use device identifiers to help us track whether you complete specific actions on an advertiser's mobile web site or application, as this is needed for analytical purposes. These cookies or identifiers use the domain name cabla.to and expire within 30 days.

If you wish to block these cookies, you will need to change the relevant settings on your mobile device. Some, but not all, mobile platforms allow you to manage settings specifically for the cabla.to domain; on others you can only control cookies at a global level. Details on how to do this vary based on your mobile device operating system and browser, but common cases can be addressed as follows:

iOS Users

iOS 6: Turn on the "Limit Ad Tracking" feature directly on your device. To do this, go to Settings -> General -> About -> Advertising from your iOS home screen.

Please note that this will disable all ad tracking on your device, not just Cablato's services.

iOS 7+: Turn on the "Limit Ad Tracking" feature directly on your device. To do this, go to Settings -> Privacy -> Advertising -> Limit Ad Tracking.

Please note that this will disable all ad tracking on your device, not just Cablato's services.

Android Users

Android 2.3+: Opt out of interest-based ads directly on your device through Google Settings > Ads > Opt out of interest-based ads.

Please note that this will disable all ad tracking on your device, not just Cablato's services. If you wish to opt out only from Cablato's services, please copy your advertising ID (Google Settings > Ads > Your advertising ID) in the box below and click 'Opt Out'.

Please allow up to 7 days for your request to be processed and deployed within our systems.

For devices running older versions of Android: Download an app in Google Play to find your Android ID. Copy this value into the box below and click 'Opt Out'.

Please allow up to 7 days for your request to be processed and deployed within our systems.

Windows Phone

Windows Phone 8.1+: Opt out from interest-based advertising directly on your device. To do this open Settings > System > advertising ID and turn off the advertising ID. Please note that this will disable all ad tracking on your device, not just Cablato's services.

If you have any requests concerning your personal information or any queries with regard to these practices please contact us at privacy@cablato.com.  

We use cookies to ensure that we give you the best experience on our website. To learn more, please read our Cookie Policy