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#RampUp17: Driving Digital Engagement with Personalized Video

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Speaker:
Mark Flaharty, COO, SundaySky

Published in: Marketing
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#RampUp17: Driving Digital Engagement with Personalized Video

  1. 1. Driving Digital Engagement with Personalized Video #RAMPUP17
  2. 2. MARK FLAHARTY COO, Advertising SundaySky @mflaharty @sundaysky #RampUp17
  3. 3. What I’ll Cover 3 1. Introduction  to  personalized  video 2. SundaySky  SmartVideo  case  study:   Driving  digital  engagement  with  AT&T
  4. 4. 4 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%
  5. 5. 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.
  6. 6. SundaySky is transforming the relationship between brand and customer through personalized video.
  7. 7. 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%  lift in  pre-­‐arrival  guest  spend   The  Home  Depot’s  #1  performing  digital   program  as  measured  by  ROAS
  8. 8. DRIVING DIGITAL ENGAGEMENT AT&T  is  maximizing  engagement  with   prospective  &  existing  customers  while   driving  online  transactions  with   personalized  video  advertising.
  9. 9. aa 9 Data-Driven Personalization MOST RELEVANT VIDEO STORY & CREATIVE FOR EVERY SITE VISITOR Site  visitor:  Prospective  customer Visitor  intent:  Switch  wireless  provider USP:  Receive  credits  to  switch   Narration:  “Credits  per  line  to  switch” Creative  treatment:  Holiday Brand  TV  spot:  ‘In  Control’ Site  visitor:  Existing  customer Visitor  intent:  Device  upgrade USP:  Low  payments  &  no  money  down Narration:  “Looking  for  a  new  device?” Creative  treatment:  Holiday Brand  TV  spot:  ‘In  Control’ Site  visitor:  Prospective  customer Visitor  intent:  Switch  wireless  provider USP:  Receive  credits  to  switch   Narration:  “Credits  per  line  to  switch” Creative  treatment:  Evergreen Brand  TV  spot:  ‘Drop  Vid’
  10. 10. Advancing the audience of one with personalized video
  11. 11. a Thank You MARK@SUNDAYSKY.COM WWW.SUNDAYSKY.COM

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