Article by Killian Menigot, Senior Production Manager, Tokyo, Nexxen Studio
The APAC landscape is experiencing a creativity crunch. While customers increasingly demand hyper-personalized experiences across a growing range of digital channels, brands find themselves falling short. Only a quarter (25%) rate themselves as “good” at creating and delivering content, a report finds.
We’re seeing a landscape where consumers increasingly embrace customized ads and anticipate tailored experiences. That means there’s a transformative opportunity for marketers to capitalize on data-driven insights.
How data-driven in-stream video ads work for publishers and advertisers
Data-driven, in-stream video ads, for example, offer brands a powerful way to monetize their content while providing viewers with more personalized and engaging experiences. By leveraging data analytics and segmentation, publishers can optimize ad targeting and create a win-win situation for both publishers and advertisers. These ads are designed to be more relevant to individual viewers, increasing the chances of interaction and conversion.
Let’s take a deeper look:
- Data Collection and Analysis: Collect and analyze data about viewers, including demographic information, browsing history, online behavior and preferences. This data can be gathered through cookies, user registrations, analytics tools and third-party data providers.
- Audience Segmentation: Segment audiences based on the collected data to create specific user profiles or audience segments. Segmentation allows for a more personalized and targeted approach when serving ads.
- Dynamic Ad Content: Create dynamic ad content that can be customized for different audience segments. This content may include personalized messages, product recommendations and offers tailored to the viewer’s profile.
- Real-time Ad Delivery: Data-driven ad platforms use real-time bidding and programmatic advertising to serve the most relevant ad to each viewer. The ad content and format are dynamically selected based on the viewer’s segment and behavior.
- Interactive Elements: Interactive elements in the ad, such as clickable buttons, polls, quizzes and gamification, are designed to align with the viewer’s interests and preferences.
- A/B Testing: Conduct A/B testing to refine ad content and interactions based on performance data, ensuring ads continually improve.
- Performance Tracking: Data-driven ads are closely monitored, making it easier to track metrics related to user engagement, click-through rates, conversions and other relevant KPIs. Data analysis helps to optimize ad campaigns for better results.
- Boost Brand Metrics: Personalized ads have been shown to positively impact brand metrics, like ‘brand recall, brand favorability, active attention, purchase intent and intent to find out more’, offering a comprehensive enhancement to overall brand performance.
- Monetization: Monetize in-stream video content by offering highly personalized and engaging ad experiences to advertisers. The increased engagement and relevance of the ads can lead to higher CPMs and more revenue.
The benefits are also incredibly transformative:
- Higher Engagement: Personalized ads are more likely to capture viewers’ attention and lead to higher interaction rates.
- Improved Ad Relevance: Viewers are more likely to find the ad content relevant to their interests, which can result in higher conversion rates.
- Enhanced User Experience: Data-driven ads can create a seamless and less intrusive ad experience, leading to increased viewer satisfaction.
- Increased Revenue: More engaging and relevant ads can both command higher advertising rates and potentially boost publishers’ revenue.
- Better Insights: The data collected from user interactions and behavior can provide valuable insights for future ad campaigns and content creation.
- Improved Brand Metrics: Personalized ads have been shown to positively impact brand metrics, like ‘Brand Recall, Brand Favorability, Active Attention, Purchase Intent and Intent to Find Out More’, offering a comprehensive enhancement to overall brand performance.
Who is getting it right?
As an example, Nexxen Creative Studio offers full services for testing and optimizing creative ad campaigns before they’re even launched, thanks to its unique four-step method: test, learn, optimize, launch:
- TEST your asset against your identified audiences with Nexxen’s proprietary tools
- LEARN how audiences respond to your creative and receive actionable recommendations across all metrics
- OPTIMISE your asset to be most engaging to audiences and add functionality to drive media goals
- LAUNCH the optimized assets to match your media plan and increase ROI
With Nexxen Creative Studio, creative decisions are no longer guided solely by intuition but are empowered by data-driven insights. Nexxen Creative Studio users, spanning diverse industries, are witnessing remarkable outcomes.
For instance, a prominent image-sharing and social media service has experienced a staggering 244% increase in Click-Through Rate (CTR) and a notable 59% improvement in consideration. This transformation is attributed to the application of creative insights, customized optimizations and audience-driven strategies.
Meanwhile, an app-based gaming company has achieved a remarkable 53% reduction in the cost per install by leveraging Nexxen’s creative services to fine-tune creatives specifically for CTV (connected TV) screens.
Another Nexxen Creative Studio user, an iconic outdoor apparel company, realized a significant 38% enhancement in attention compared to its standard assets. This accomplishment is a result of employing Nexxen’s creative insights to inform and guide the optimization process.
Delivering next-gen creative capabilities
Data-driven, in-stream video ads not only offer publishers a robust tool for monetization but also pave the way for viewers to experience advertising that is both engaging and tailored to their preferences. This convergence of creativity and data signifies a new era in advertising – one where insights drive narratives, and personalization is the key to resonating with audiences in an ever-evolving landscape.
ABOUT THE AUTHOR
Killian Menigot, Senior Production Manager, Tokyo, Nexxen Studio
With more than a decade of experience, Killian Menigot, Senior Production Manager at Nexxen Studio in Tokyo, blends a background in film, TV, and events with agile project management skills to create impactful videos, fostering lasting brand-viewer connections. Holding a degree in Production for Events and Television from the University of the Arts London, Killian’s expertise extends to his leisure pursuits, where he explores the realms of data visualization and AI while also enjoying culinary arts, coffee, music, and film photography.
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to use video and connected TV in the ways that are most meaningful to them. Comprised of a demand-side platform (DSP), supply-side platform (SSP), ad server and data management platform (DMP), Nexxen delivers a flexible and unified technology stack with advanced and exclusive data at its core. Its robust capabilities span discovery, planning, activation, measurement and optimization – available individually or in combination – all designed to enable its partners to reach their goals, no matter how far-reaching or hyper-niche they may be. For more information, visit www.nexxen.com.