Video Content

This section of our knowledge base elaborates about video content in a broad sense: what works and what is possible? Find the answers to the following questions:

  • How do you get the most out of personalization?
  • What are the creative possibilities of StoryTEQs technical platform?
  • What are the do’s and don’ts are of online video?

Get the most out of personalization

1. Quick personalization

Do you have an important message? Bring it immediately. The first three seconds make or break the success of a video. So integrate compelling images and cool content in the first seconds. Make for an explosive and impressive intro, because your video has to fight against countless others. The beginning should attract attention - which personalisation does - pack the viewer with a strong message or beautiful images and immediately make clear what it is about. If you're going to talk about a bear, bring on the bear.

2. Spread the personalization

Make sure you spread the moments of personalization moments across your film, as this works favorably for the drop-off rate. You keep the viewer curious, alert and the message relevant. The chance that someone will drop out during the video will be considerably smaller.

3. Use available data to maximize relevancy

Use the available data to make the message really relevant for the recipient. Do you have someone's place of residence? Then you can animate it on a sign in the background, but you can also show the nearest store where the viewer can go. The latter is way more relevant, whereas the first is more gimmicky.

Try to stay away from the 1-on-1 display of available data and make sure you get to a deeper level while concepting. Ask yourself: how can I really relevant for the viewer based on this data? Can I adjust visuals, audio, scenes, image or subtitles to be extra relevant?

4. Variable outcomes

Within some campaign flows, or a contact moment in a customer journey, shareability is an important objective. Do you want someone to create their own personal video? And share it to create extra reach, brand awareness or leads? Then make sure you have a variable component in the dynamic video, so that the video is always different. Maybe the storyline is differs per viewer. Variable outcomes ensures optimal curiosity which is a strong trigger to take action. You want to create a craving, because predictability does not create desire.

Nir Eyal gives a great example in his book 'Hooked'. Opening your fridge is something you do when it’s necessary, but imagine “a different treat magically appears in your fridge every time you open it - and voila, intrigue is created." Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. Introducing variability multiplies this effect by creating a focused state.

In short: enough reason to add variability if you want people to create or share their own video.

Creative Possibilities

The goal of this chapter is to show the (creative) possibilities of our dynamic video platform and to inspire you to come up with awesome and effective video campaigns by making multiple creative variations. There are three ways we can enrich video, with:

Dynamic intro’s, outro’s and overlays

To make an existing video more relevant.

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Add dynamic intro's, outro's and layovers. Our overlays are hardcoded into the videofile (.mp4) making them compatible with every player and device.


Dynamic scenes

Creating unique video’s by swapping scenes. Category based messaging (segmentation).

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Determine most relevant scene & find and replace images, text, audio or video in video within the ad.


Dynamic and personalized scenes

Extending the experience by showing personal data in owned channels or adjusting the message based on personal data.

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Throughout the video personal information can be shown or be the driver to swap scenes.




1. Dynamic intro's

A dynamic intro boosts the relevance of the first seconds. A more relevant intro triggers the attention of the viewer. Let's look at some examples:

Age UK
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This Christmas ad intends to create awareness about lonely elderly. Instead of showing the original intro with the total number of lonely elderly in the UK, we’ve made the intro dynamic. The content changes depending on location, showing the amount of lonely elderly in the  specific region of the viewer, making the creative that follows much more relevant. Resulting in a boost of engagement (viewing rate).

Data used:

  • Location
  • Public database
Porsche
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In this hyper segmented video ad for Porsche the viewer is directly addressed based on his location of residence. “Will you be driving the next Porsche in <city>?” This way, the video content directly gets a boost in relevance. The audience is targeted based on the knowledge of Porsche. The Porsche model shown in the ad differs by gender and social class. This way the ad visually adapts to the audience category.

Data used:

  • Location
  • Personal data
  • Product
  • Category based messaging
Bugaboo
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In this dynamic intro for a stroller manufacturer the purchase history of the viewer is used to trigger their attention. By showing the product they already own before the main creative and referring to the first stroll they took with their little one(s) the engagement is increased, making the add that follows more relevant.

Data used:

  • Product
  • Purchase history
Nivea
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In this dynamic video ad for a skin product especially manufactured for neutralizing the damaging effects of urban life, i.e. air pollution, the intro engages the targeted viewers by showing the city they live in. ’Can your skin handle the city?’ is the question the ad poses. By visually adding the city of residence of the viewer to the equation the relevance gets a huge boost.

Data used:

  • Location
  • Personal data
Ouwehands Dierenpark
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The dynamic overlays shown above are used in an after movie for a zoo. The video is sent to visitors at the end of the day. This way the experience is extended to outside of the park fences.

The overlays in this video use the day of visit and a public database to access actual weather data - temperature (celsius) and weather type (sunny, changeable, rainy). This is combined with footage of an animal that is either sunbathing, shaking off water or taking a relaxing swim, and a corresponding message in the voice-over:

”We hope you had a fantastic day”. Followed by:
“The weather certainly was!” [Sunny] or;
“Despite of the rain.” [Rainy] or;
 “Although the weather was a bit volatile.” [Changeable]

Data used:

  • Time / Date
  • Weather
  • Public database
  • Category based messaging
Broil King
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These dynamic overlays are used in an retailer’s video ad that show manufacturer’s products and promotions. All five key features are shown in the overlay, but based on the profile of the viewer one of them is highlighted and the corresponding video images are shown.

Data used:

  • Category based messaging
  • Product
Allianz
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In this dynamic video ad - promoting occupational disability insurance for freelancers - different people of different ages and occupations are shown that match that of the viewer. Then confronting them with a fact what it would mean for them specifically if they would become incapacitated.

Data used:

  • Personal data
  • Public database


2. Dynamic outro's

A dynamic outro boosts the relevance of the last few seconds for every specific viewer. Which makes the call to action much more powerful. Relevance can be boosted in different ways. For instance, by changing the message into a specific language, by showing a different product based on gender, the time of day, purchase history, pricing (discounts) or the local reseller (store location) and if there isn’t one nearby, directing the viewer to the web shop.

Language
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Gender, Product & Pricing
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LOCATION & LOCAL STORE

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Wehkamp


In this Christmas retargeting ad for a Dutch retailer there were multiple call to actions possible. Based on the most likely buyers persona of the retargeted viewer the right outro overlay was shown in the blue corner:

“Order now, delivered tomorrow.”
“Free delivery and return.”
“Payment by installments possible.”
Etc.

The product category the retargeted viewer was browsing during his session on the website, was also shown in the ad, varying from Christmas lights to Men’s clothing. To create a sense of urgency and stimulate people to do their Christmas shopping in time a dynamic day counter was used, showing how many nights of sleep were left before Christmas.

Data used:

  • Time / Date
  • Browsing Behaviour
  • Product
  • Category based messaging


3. Dynamic scenes

As written before, besides using dynamic intro’s, overlays and outro’s to make existing video’s more relevant, you can also make larger parts of video’s dynamic.

When you have no existing video in place, and are in the opportunity to create one from scratch, you have the possibility to create dynamic scenes to be fully relevant for your targeted audiences. Thus creating unique video’s by swapping scenes. And aligning category based messages with the interests and needs that best suit your viewers.

For example, in the video below a producer of climate control equipment for crops targets their audience by adjusting the video content to the reality of each unique viewer. The crop that’s shown in the video aligns with the crop of the targeted grower, whether it’s tomatoes, strawberries or orchids.

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HAN
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In this video a college gives a warm welcome to their new students and gives them a tour of their new faculty. The structure and message of the video is the same, but the scenes swap depending on the study and faculty of the viewer. So a chemistry student sees other images than someone who’s studying to become a teacher.

Data used:

  • Personal data
  • Category based messaging
KLM
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Throughout a video as a whole you can also swap text, images, audio or even video in video within scenes to align your message with the situation of the viewer. In this ad for an airliner the departure date (text) and destination (text+image) are altered to match the recipients.

Data used:

  • Personal data
  • Product


4. Personalized scenes

On top of dynamic intro’s, overlays, outro’s and scenes you can also personalize your video content within your owned channels when you have personal data available. You can either show personal information or adjust the message based on that personal information, to make the content more relevant.

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