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CREATIVE PERSONALIZATION THROUGH CONNECTED-STORIES
The main objective of our platform is to reach a level of dynamic personalization such as to significantly increase the effectiveness of the advertising video on the viewercampaigns. To do so, we provide two visual tools to build personalized experiences: Journey Designer and Storyboard. Both powered by third and first party data, these tools are used to easily set up and develop a dynamic personalized video campaign.
In particular, the Journey Designer allows to pursue personalization throughout the consumer path to conversion, by establishing the criteria to pass for an horizontal personalization resembling a consumer journey. Establishing stages and the conditions determining how users move from one stage to another, as well as which creative content to show the user. The Storyboard fulfills the same function the other, the Journey Designer is capable of creating sequences of content to be shown at the most appropriate time for each single user. Examples of use cases for the Journey Designer include the creation of storytelling sequences, full-funnel campaigns (from awareness to conversion), and any other any other path you might want the user to take within your video strategy.
The Storyboard, on the other end,allows for the same sort of personalization at an individual creativity level, . Thus allowing to personalize each single ad with different interactive elements, changing depending on creative the user being is exposed to the adat any point of the consumer journey. The Storyboard calls for a vertical personalization in DCO (Dynamic Creative Optimization) fashion, allowing to swap elements (including videos) and create thousands of different variations in real-time.
This combination of horizontal (through the Journey Designer) and vertical (through the Storyboard) personalization guarantees the user is always reached by the most relevant content at every stage of the journey.
Why we made it this way?
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POWERFUL YET EASY TO USE
By creating the Journey Designer and the Storyboard, we wanted to provide platform’s users with a tool that could be as easy to use as possible while set of tools that could harness the power of creative personalization, while providing at the same time allowing for extensive personalization capabilitiesa visually appealing and easy to use solution. For this reason, we came up with this plain design, where all the potential of a dynamic campaign is embedded in an intuitive environment.
Therefore, advertisers can easily define each stage of the consumer path to conversion and the conditions that need to be met to move from one stage to another.
The infinite potential of conditions
While browsing, users are constantly bombed with images, videos and sounds they don’t even care about. Within this hotchpotch, the odds of standing out from the crowd decrease dramatically. Through conditions, advertisers can transform each viewer into a potential conversion. Indeed, conditions determine in which phase of the consumer journey the viewer is, allowing to personalize the message he is reached by according to his behaviourdrag and drop features applied both at a campaign level and at the stories level, thus allowing for this combination of dynamic personalization but also to give the creators the chance of using them separately according to the goals of each specific campaign.
JOURNEY DESIGNER
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STORYBOARD
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In the two examples above, we see how both the Journey Designer and the Storyboard can be put to use by the platform’s users to create a sequence of contents resembling a consumer journey (journey designer example) and creative variations based on geo-location conditions (storyboard example). In both cases, the blue or light blue boxes (if then else and switch) contain a set of personalization conditions, while the orange boxes or endpoints represent the creative element or content to be triggered accordingly. As already mentioned, both tools can be used independently, but it’s their combination that provides an extensive and powerful personalization across all stages of the campaign. On top of the two examples shown above, the Journey Designer and Storyboard have been used in so many other different ways, even more than we could think of, and the more we go the more we come across new uses and examples to guarantee client’s success.
CONDITIONS USED FOR CREATIVE PERSONALIZATION
Personalization conditions are used within the Journey Designer and the Storyboard to recognize and place each single user within a stage of the consumer journey and/or to personalize the creative experience. This way, each user is always reached by the most appropriate message, maximizing the possibility chances of a positive interaction with the ad. Connected-Stories allows advertisers to choose among a wide and ever-innovating updating range of conditions, related to the user's behaviour on the ad or on his browsing history..
Personalization Conditions are divided into two main categories: audience and behavioral. Audience-based conditions are passed down to Connected-Stories by 3rd-party solutions like a DSP or a DMP (Connected-Stories is integrated with a large number of them). Audience-based conditions are extremely useful when it comes to serve specific content to a particular audience segment. Behavioral conditions, on the other end, allow to utilize every datapoint generated by the users interactions with creative content. Interactions can be passive ora active, such as clicking on a CTA or watching a video content. Behavioral conditions allow Connected-Stories to understand user interests and preferences and then serve the users content that he or she might like even more as the campaign unfolds.
Personalization Conditions need to be inserted within the blue or light blue boxes and can be selected through a dropdown list that can be customized based on new integrations or partnerships with 3rd party vendors. For a detailed list of all the conditions visit the Conditions section.
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