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BizReport : Blogs & Content archives : November 18, 2011

How personalized video can enhance brand

With millions of video clips served each month, it is obvious that consumers are highly engaged with this type of content. Offering personalized video experiences is a relatively new concept in the video space but one which could push even higher engagement.

by Kristina Knight

I recently chatted with SundaySky President Jim Dicso about the benefits of video personalization.

Kristina: What are the possibilities for video personalization?

Jim: Personalized videos can be used anywhere within customer lifecycle stages and standard marketing efforts.

Kristina: How does personalization impact online commerce?

Jim: When videos are properly produced, they captivate users. Instead of requiring the user to navigate, scroll and click to access information, online video is a one-stop shop for information. It takes less time to engage the user than reading and that engagement lasts until the user is ready to follow an embedded call-to-action. With today's smart video solutions - generating compelling, personalized, real-time video experiences - companies can easily provide customers with what they need to know in the most engaging, entertaining and informative way possible. This is lucrative, as campaigns with targeted messaging based on users' interactions typically generate 30% higher conversion rates, raise customer value and increase overall profitability.

Kristina: Can there be 'too much' personalization - to the point that it turns the consumer off?

Jim: It depends on the context. If personalization takes place within the customer portal or e-mail where users know what information they have provided to the retailer, we find that customers appreciate the personalization, as it's highly relevant to their shopping experiences. However, when retailers use personalization for targeting or retargeting video ads, they should use personal information sparingly to avoid the impression they have overstepped consumer privacy. There is a fine line between being relevant and being creepy. Brands should be attentive to their user to make sure they haven't crossed the line.

More from Jim and Sunday Sky on Monday when he offers his top three tips for video personalization.

Tags: online video, personalized video, SundaySky, video advertising

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