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

Why 2019 will be the year that advertisers successfully adopt digital personalisation

As an industry we’ve long discussed the exciting promise of combining data, with adtech and creative possibilities, to enhance the experience of digital advertising. Although frequently discussed, dynamic creative optimisation (DCO) is yet to fulfil the promise of large-scale, relevant digital communications, meanwhile technology has progressed to differentiate between ‘personalisation’ and ‘dynamic optimisation’ – enabling more sophisticated possibilities for marketers today. 

With 2019 in full swing, there are three core reasons ushering this year to be the year that we see personalisation technologies rapidly integrated into digital communications and video content.

Technological innovation 

Traditionally, dynamic creative optimisation has been used to describe the process of creating and testing multiple versions of ads for performance based campaigns. Using techniques such as multivariate testing, DCO campaigns aim to establish which combinations of assets perform the best, and optimise the creative towards those results. 

DCO has its shortfalls, requiring a significant amount of data to learn and optimise; often demanding a lengthy and costly set-up, considerable skill and experience to optimise effectively.

Over the last two years, new technologies and processes have come to market that fundamentally change the way that brand and agencies plan, create and run high-impact automated campaigns. Today’s leading personalisation technologies are highly sophisticated machines; referencing multiple sets of data to identify individual consumer preferences and profiles to serve the optimum combination of creative content to each consumer in real-time.This new approach to digital advertising and personalisation goes a lot further than improving performance, it has opened new opportunities to run highly personalised campaigns across all channels – even digital broadcast TV. 

Obstacles removed, results multiplied

By using personalisation, advertisers can dynamically create an unlimited number of ad permutations in real-time, all served through a single ad tag. This not only simplifies ad production and trafficking to save time and money for brands of all sizes, but enables creative teams and media buyers to focus on their specialist areas for maximum effectiveness. Cablato research shows that personalised advertising created and executed in this way sees, on average, between 2.5x – 4x uplift in consumer engagement compared to version-based advertising. 

DCO has traditionally relied on a ‘learning period’ before the most effective combinations are delivered to a target audience. This has been a media wastage that Cablato, as a programmatic ad serving company, have been able to remove by combining data with intelligent decisioning and machine learning. This is enhanced when applied within sophisticated media-buying platforms such as Avocet, the DSP that targets and reports on view-duration, i.e. the time that a brand is in-view of the consumer. By utilising personalisation and innovative technologies, brands are able to deliver the optimum creative experience to their target audience from the first impression.

Video personalisation is here

Now that there’s no need for creative versioning, video personalisation technology is available to serve the most appropriate content and messaging through a single VAST tag, which removes brand dependence on ad serving technology. This approach also reduces campaign line items and uses the likes of 1st and 3rd party data, longitudinal and latitudinal coordinates, and weather to optimise the creative and enable effective messaging possibilities.

With personalisation being a key strategy for many businesses in 2019, we at Cablato have seen a big demand from brands to be able to effectively create, manage and serve video content. Until now, being able to dynamically create and serve video advertising at scale and across all devices had been a challenge, both technically and operationally. With advanced technology now available to automate dynamic video advertising, there is a huge opportunity for advertisers to engage and build relationships with consumers that just weren’t possible in the past.

Seizing the opportunity

The evolution of personalised digital messaging is exciting for all digital channels and presents a new opportunity for over the top advertising in 2019, especially as Ofcom reported that streaming services collectively overtook premium linear TV for the first time in July of this year. Whilst connected TV will be the next area to welcome technological innovation for improved consumer experiences, display and social channels can embrace the advances in personalisation immediately, with advertisers seeing increases up to 4x in both engagement and tracked sales from personalised campaigns already. As personalisation continues to advance, adoption by marketers next year will push brands into a new era of digital communications – ultimately helping to build stronger consumer relationships across digital touchpoints.

« Hyper-Personalisation Is The Solution To Stagnating Digital Ad Effectiveness
Graduate Technical Author »

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