VIEQUES, PR — TV ads repurposed for Facebook and combined with CRM data are fueling hyper-local targeting that can drive both online and offline sales with ROI far greater than the standard two dollars for every one spent on video.
The keys are Facebook’s vast database and the ability to measure the impact—beyond just brand awareness—of customized video campaigns, according to Eyeview, whose VideoIQ platform uses programmatic forms of both media and creative.
“We change the message of the video based on the target audience,” says Boaz Cohen, who is GM for TV & Advanced Platforms at Eyeview and whose background includes a stint at TiVo. “We literally will have like 10,000 or 50,000 different versions to send on Facebook targeted based on audience.”
The ROI can be as high as 1 to 5 and 1 to 6 for dollars spent versus sales gains.
On the television side, Eyeview is leveraging the skillsets of multiple tech partners to bring scale to connected, addressable and programmatic TV. According to Cohen, “none of them have enough scale to deliver performance by itself.”
For connected devices including Xbox, PlayStation, Roku and Apple TV, Eyeview delivers ads to select households based on data. It also works with programmatic TV companies to deliver ads on linear TV through programmatic means of buying, he explains.