#rampup17: driving digital engagement with personalized video
TRANSCRIPT
Driving Digital Engagement with Personalized Video#RAMPUP17
MARK FLAHARTYCOO, Advertising SundaySky
@mflaharty@sundaysky#RampUp17
What I’ll Cover
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1. Introduction to personalized video
2. SundaySky SmartVideo case study: Driving digital engagement with AT&T
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of consumer Internet traffic will come from video by 2019(Cisco)
80%
of consumers are more likely to make a purchase after watching a product video (Internet Retailer)
85%
N.A. retailers place personalization of customer experience at the top of their customer engagement priorities for 2017(Emarketer)
70%
What if customer data could be used to personalize video marketing on a 1-to-1 basis?
It would forever change the way brands interact with every single consumer they have meaningful data on.
SundaySky is transforming the relationship between brand and customer through personalized video.
What leading brands achieve with SundaySky SmartVideo
Verizon Wireless significantly increases sales from digital channels
AT&T drives a 15% lift in digital adoption & a reduction in early life churn
Citi lifted account enrollment 22% & increased NPS by 10 points
Atlantis Paradise Island drove 13% liftin pre-‐arrival guest spend
The Home Depot’s #1 performing digital program as measured by ROAS
DRIVING DIGITAL ENGAGEMENT
AT&T is maximizing engagement with prospective & existing customers while driving online transactions with personalized video advertising.
aa
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Data-Driven PersonalizationMOST RELEVANT VIDEO STORY & CREATIVE FOR EVERY SITE VISITOR
Site visitor: Prospective customerVisitor intent: Switch wireless providerUSP: Receive credits to switch Narration: “Credits per line to switch”Creative treatment: HolidayBrand TV spot: ‘In Control’
Site visitor: Existing customerVisitor intent: Device upgradeUSP: Low payments & no money downNarration: “Looking for a new device?”Creative treatment: HolidayBrand TV spot: ‘In Control’
Site visitor: Prospective customerVisitor intent: Switch wireless providerUSP: Receive credits to switch Narration: “Credits per line to switch”Creative treatment: EvergreenBrand TV spot: ‘Drop Vid’
Advancing the audience of one with personalized video
