Auto Makers Latest to See Value in Personalized Video Ads

Auto Makers Latest to See Value in Personalized Video Ads

Over the past few months I've talked about personalized video ads from products like Mixpo's SmartVideo and now Eyeview, who's been pulling down some serious investor cash to develop its personalized video advertising technology which has not caught on among auto industry leaders like Mazda, Chrsyler and Land Rover.

With Eyeview, auto makers are able to create more personalized video advertising campaigns. But what kind of personalized ads can they make?

Much like Mixpo's SmartVideo (and another product I cannot for the life of me remember but I know I wrote about), EyeView lets you create dynamically changing ads and creative content based on real-time data including browser, device, location, etc. I suppose location is about the most important one in this case as you would, if you were interested in auto ads, be looking for a local dealer or more information nearby.

“Auto has proven to be one of our fastest growing verticals because our product suite is ideally suited to meet the marketing objectives of automotive advertisers,” says Tal Riesenfeld, VP of Sales at Eyeview.

While no numbers are readily available from Eyeview, they do cite the following:

Eyeview’s automotive clients have experienced how personalizing video ads delivers uplifts in key brand metrics including brand awareness, favorability, and purchase intent, as well as serving as a strong direct response mechanism.

OK, they had a couple numbers readily available like a 49% brand awareness uplift in the UK for Alfa Romeo and a 21% increase in click through rate. The number of ads, etc for those determinations was unable.

Here's an example of a personalized local auto ad for Mazda.  If you look at the bottom of each example shown in the video, you'll notice that it prompts the viewer to schedule a test drive at a dealer that's in their area. http://data.eyeviewdigital.com/samples/mazda/videos/mazda_offer_v2.flv

They have some other great examples of ads for Land Rover here - http://www.eyeviewdigital.com/samples/landrover.htm

From the description of the service it sounds very much like the others have described themselves. That's not a bad thing as nothing exists in a vacuum and competition is good for pushing forward the technologies. Now it's sort of like an arms race in terms of personalized video advertising, who will have the newer, longer-range, high-yield intercontinental ballistic personalize video ad?

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About the Author -
Christophor Rick is a freelance writer specializing in technology, new media, video games, IPTV, online video advertising and consumer electronics. His past work has included press releases, copy-writing, travel writing and journalism. He also writes novel-length and short fiction as part of Three-Faced Media . View All Posts By -

What do you think? ▼
  • CAL_Living

    This, at face value seams to be headed in the right direction….
    can this target marketing work for other devices, Mobile Phones, iPads, … could this really bring the net to a local level and provide a better B2C relationship ?

    • Mike_75

       @CAL_Living
       
      Eyeview's technology is currently being utilized on campaigns across all digital devices (including mobile, iPads, etc).
      This is possible because unlike all other solutions in the advertising market, Eyeview’s technology is based on a VIDEO technology and not overlaying display flash on top of the video (Christophor, this is one of the main differentiators between Eyeview’s technology platform and banner overlay solutions)
       
      The fact that this is a VIDEO technology means:
      1. Advertisers can maintain their “TV broadcast quality” while localizing and personalizing ads for digital (the video itself changes and isn’t covered by flash banners) – which is a big benefit for high end Auto advertisers
      2. The technology can be leveraged across any device that takes basic video file as an input. There are no additional restrictions that are introduced when trying to add banner layers over the video.

  • Yaniv Axen

    Great piece Christophor!
    I think there is some confusion between personalization and segmentation.
    A personalized ad means that each person gets a different and unique version of the ad.
    In the example above this is really more about segmentation based on localization.
    So if there are 500 Mazda dealerships in the US, all you need to do is create 500 flavors of the ad and deliver the right ad based on IP.
    Not a lot of technology there just mapping between ad creative versions and consumers.
    You can basically do it on most ad networks and exchanges.
     
    Yaniv
    CTO
    www.sundaysky.com
     
     

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