Personalized ads can deliver better results for brands when it comes to awareness as well as intent to purchase, says Oren Harnevo, CEO and co-founder of Eyeview, a personalized video ad platform, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. “The performance of brand favorability is much better,” he says, adding that auto, retail and CPG are among the ad categories more interested in personalization.
The company researched ads that were personalized, including by factors such as location, and found that the closer a user lived to an auto dealer when an ad was served the more likely the user was to visit the brand’s web site in the next month. Success of such targeting varies by brand. eMarketer has found that CPG ads targeted to users based on location to a store did best at a middle distance, but declined when the user was in the store.
Eyeview works closely with brands and media buyers on optimization of ads. “We take TV ads and in digital video we create hundreds of ads for different types of people. Women might be more interested in the safety of the car than the speed of the engine. We find those micro-segments across the industry,” he says, adding that Eyeview’s technology works hand in hand with automation and the move towards programmatic buying. “We can do creative optimization as we have more data,” he says.
For more insight into personalization of videos ads, check out this video interview.