IAB DATA-DRIVEN VIDEO BEST PRACTICES

Credit by IAB

Data-Driven Video Overview


Data-driven video (DDV) is both a strategy and a tactic that allows marketers to use available data to deliver tailored advertising through precise audience targeting and personalized video creative that allows for permutations based on signals about the audience or other external factors. Underlying this strategy are two fundamental questions: who do you want to show this ad to and what messaging will move this individual to take a step towards the next best action?

Growth of Data-Driven Video


*Benefits*


  • Consumers like personalization: According to an Epsilon study, 80% of respondents indicated they are more likely to do business with a company if it offers personalized experiences and 90% indicated that they find personalization appealing.

  • Personalized video can result in more efficient media planning: By serving more relevant ads, marketers will be able to serve fewer, more impactful impressions.

  • Data-driven video drives engagement: According to Innovid, there was a 78% lift in engagement rate on DDV campaigns compared to traditional pre-roll video ads.

  • Marketers pursue DDV to drive sales and lifetime value: According to a Verndale survey, personalization is most important for increasing sales and improving customer satisfaction and retention. In addition, a SundaySky study revealed that personalized video experiences can improve Net Promoter Scores, which measure customer loyalty to a brand, by 48 points or more.



  • Contextual: page-level content via semantic analysis (i.e. headlines, article content) or video-level content

  • Demographics (age/sex)

  • Device level data (device make/model, browser, operating system)

  • First-party (CRM, product feeds, etc.)

  • Location data

  • Prior ad exposure (enables sequential messaging)

  • Psychographics

  • Purchase history

  • Real time data (sports scores, stock tickers, weather, etc.)

  • Site behavior (browsing history, cart information)

  • Viewer Behavior (interactions, engagement, time spent with interactive elements)

  • Viewer Information (first name, birth date)

  • And more

Considerations for Implementing a Data-Driven Video Strategy

Capabilities Differ Based on Channel and Platform