The next new frontier in creating personally relevant and engaging consumer marketing. Get Tim Copacia's perspective on how customer data can be effectively used to driven individualized dynamic video destination pages enabled from any channel.

1. INTELLIGENT DATA
DRIVEN VIDEO
EXPERIENCES
After spending a long career in the advertising and
marketing services industry I have witnessed many
“new frontier” business strategies and communication
channels. Some of those notable “game-changers”
were: 1:1 Marketing, CRM, interactive marketing,
social media, variable digital direct mail and customer
experience management, to name a few. With each
comes promise and sweeping interest and excitement
from agencies and clients alike.
Each new approach or business strategy provides
the opportunity for agencies to enhance their current
portfolio of services so they can stay in front of the
pack by providing the optimal solution to their clients.
The Next Big Thing
Well the time has come for the next big thing.
It is called Intelligent Data Driven Video
Experiences. This new capability allows brands,
marketers and retailers to utilize their valuable
customer data and intelligence to create personally
relevant video experiences throughout the customer
journey. Whether you are pursuing new first time
buyers, trying to conquest consumers from your
competitors or just deepening your relationship
with current customers…these new Data Driven
Video Experiences provide an innovative way to
emotionally engage customers at every touch.
I believe that those agencies that are responsible
for managing and optimizing the brand’s customer
data are in the best position to thrive. That is
why Customer Engagement Agencies have been
elevated to a new level of importance with brands
and clients. It is no longer just about a good
strategy and brilliant creative. If you have the data
and know how to turn it into actionable customer
intelligence, then you are likely to provide
more relevant and valuable communications
to prospects and current customers. Until very
recently the ability to take data and apply it to
variable, intelligent, data driven video experiences
was just a dream. Today it is real, it is happening,
and it is scalable.
However it is not something that any agency,
regardless of their size and financial strength,
can create overnight. It requires a video asset
technology platform and efficient video content
development services that can assemble a million
different video experiences in real time based on
specific brand, retailer or customer data.
Video Enabled Email Improves
Performance
Why just send an email when you can send a
personally relevant video experience that provides
more value and a better experience for your
prospects and current customers? Did you know
that we have seen click through open rates with
video email increase by 250% over emails that
don’t include video? Did you know that using video
enabled email has demonstrated an 18% lift in
automotive service revenue compared to other
forms of targeted marketing?
Here’s how it works.
The agency (typically the Customer Engagement
Agency) provides a data file by brand, retailer and
customer. This can occur at the segment level or
all the way down to the individual customer level.
We work with the agency to create a Dynamic
Video Destination Page that is aligned to the brand
and the email campaign creative. We provide an
animated GIF to the agency to incorporate into
their email design. This is the link that opens up
the video experience for the consumer. The Video
Destination Page graphics and multiple videos are
created to tell the intended story to the consumer.
The offers, incentives, retailer branding, and
key buying links to the retailer’s website are all
compiled into the video page template. We utilize
available video assets from the brand or agency
and recut as necessary to tell the intended product
or service story. The overall page itself “comes to
life” with animation that guides the consumer to
key action links. In addition, we can create moving
customized backgrounds along with multiple video
presentations that can all be changed dynamically,
including current offers, customer’s name and even
lifestyle or life stage content. These dynamic video
destination experiences include “adaptive content”
that allows the experience to be modified based
on customer data, page interactivity or actual
customer behavior.
“Video enabled email can
increase Click Through Open
Rates by 250%”

2. Of course, all content is responsive to the device
so you can be sure that each customer gets the
optimal viewing experience.
Omni-Channel Dynamic Video
Destination
This video destination can be connected from
virtually every channel (i.e. email, social media,
SEM or display advertising) including micro-
targeted video pre-roll campaigns. Once you have
created your Dynamic Video Presentation Page
you can then use our micro-targeted pre-roll ads
(customized by retailer and product) to “intercept”
your competitive shoppers and customers through
hyper-local campaigns that connect to prospects
within a 20 mile radius of the retailer. This
approach allows the brand, the regional marketing
group or retailer to serve up a relevant video that
takes the viewer with just “one-click” directly to the
retailer’s video-rich destination.
Now when an “in-market” customer who matches
our targeting criteria searches on YouTube or
any other online network, they will be served a
compelling video pre-roll ad. In most cases these
are permission based ads where the customer has
the option to skip the video. Did you know that
a viewer who watches a skippable pre-roll ad is
75% more engaged than a viewer who is forced to
watch a non-skippable ad?
According to Google and Millward Brown, here are
the two most important facts to keep in mind when
evaluating the role of online video campaigns:
1. Online video is the #1 tool in driving
consideration
2. 41% of auto buyers actually visited a
dealership after viewing an online video ad
We have demonstrated numerous real-world
examples of how our “end-to-end” pre-roll
campaign solution can impact traffic and sales.
We have seen a domestic brand with 50+ dealers
within a major metro see visits to the featured
model page on their video destination page
increase 1600% from our pre-roll campaigns
compared to previous months when no pre-roll
campaign was run. We have also seen downstream
Google searches on mobile devices increase 10%
just 30 days after the completion of concentrated
video pre-roll campaigns among multiple dealers in
a market.
Get in the Game
Data driven video experiences customized by
the brand and retailer and personalized to each
consumer is the next frontier for marketers. Data
and digital giants like Epsilon are pioneering new
data driven video approaches for both acquisition
and lifecycle marketing/retention programs for
thousands of dealers.
Intelligent data driven video experiences are here.
It’s time to get in the game.
For more information on how you can bring data
driven video experiences to your brand or retail
network, contact Tim Copacia, Executive Vice President
at tim.copacia@unityworksmedia.com or 248.613.2576.
UnityWorks Media is located in Bloomington, MN and is
a leader and video pioneer within the retail automotive
industry. UnityWorks is owned by Internet Brands and
is part of the AutoData group of companies. For more
information visit www.UnityWorks.tv
About the Author: Tim Copacia is an
agency veteran having spent 30+ years
in the business holding executive level
positions at multiple agencies within the
top three advertising holding companies.
He is an auto industry pioneer in interactive marketing,
CRM, Customer Experience Management and Data
Driven Personalized Video Experiences. He was the
former EVP of BBDO Detroit and Campbell-Ewald,
President & CEO of Ross Roy/InterOne Marketing Group
(Omnicom/BBDO), and President of Wunderman Detroit
(WPP). He has also held executive positions in two
tech start-ups. He was actively involved in the recent
UnityWorks Media sale to Internet Brands in June 2015.
“41% of auto buyers actually
visited a dealership after
viewing an online ad”