How SmartVideo may change video ads

The SmartVideo platform from SundaySkydelivers personalize, scalable, real time video experiences to shoppers online throughout the lifecycle of a conversion. And, they're retargeted, bringing retail site or cart abandoners back into the website through video engagement.

"[SmartVideo] is an ideal way to drive brand engagement and recapture an otherwise lost investment in traffic, thereby increasing sales," said Kelly Ford, SundaySky Vice President of Marketing. "Retargeted video advertising is ultimately bridging the gap between brand and performance advertising disciplines, supporting the creative messaging, reach and scale requirements of brand advertisers; as well as critical action-driven, tracking and optimization elements that performance marketers require."

SundaySky reports SmartVideo programs have been shown to 'outperform' brand advertising campaigns and 'outbrand' performance marketing campaigns. As with retargeted display ads, the basic method is the same: an ad or email is delivered to the consumer once the site is abandoned.

"SmartVideo technology takes retargeted advertising a step further by presenting qualified abandoners with pre-roll video ads that are personalized and generated in real-time. SmartVideo ads engage viewers through a tailored message to each qualified individual when he watches an online video on, say, Youtube. The personal relevance of the video ad is based on segment, persona, profile and behavioral attributes of past site visits," said Ford.

More from SundaySky and Kelly tomorrow, including her top tips for retargeting a video ad.

Tags: online video, retargeted advertising, retargeted video ads, SmartVideo, SundaySky, video ads