Archived: Introduction to Dynamic Creative Personalization

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 campaigns. 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 for an horizontal personalization resembling a consumer journey. Establishing stages and the conditions determining how users move from one stage to 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 creative the user is exposed to at 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.

POWERFUL YET EASY TO USE

By creating the Journey Designer and the Storyboard, we wanted to provide platform’s users with a set of tools that could harness the power of creative personalization, while providing at the same time a visually appealing and easy to use solution. For this reason, we came up with this drag 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

STORYBOARD

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 chances of a positive interaction with the ad. Connected-Stories allows advertisers to choose among a wide and ever-updating range of conditions.

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.