CUSTOMER STORY:
TOP 10 INTERNET
RETAILER
PERSONALIZED VIDEO ADS
DRIVE ONLINE
ORDERS AND REVENUE
CUSTOMER
STORY
BACKGROUND
A Fortune 500 home improvement retailer turned to
personalized video advertising in support of its companywide commitment to drive online transactions and revenue.
By combining personalization with the already-engaging
video medium, the top 10 Internet retailer aimed to provide
a captivating ad experience that would differentiate the
brand in a fiercely competitive market and drive online
sales. The brand had already committed to ENGAGING
CONSUMERS ON A 1-TO-1 BASIS ACROSS ALL CHANNELS,
and as such, partnered with SundaySky to extend this
approach to its video advertising.
SundaySky worked with the retailer and its media agency
to bring a performance approach to video advertising,
which the retailer historically measured on brand metrics.
The goal of the retailer’s SmartVideo Advertising program
is to drive incremental return visits, orders and revenue
above its target return on ad spend (ROAS) goal. Through
SundaySky’s SmartVideo Cloud platform, the retailer targets
website visitors who abandoned their shopping process
with personalized video ads designed to bring them back to
the site for purchase.
BACKGROUND | SOLUTION | RESULTS
CUSTOMER
STORY
SOLUTION
SMARTVIDEO ADVERTISING
SundaySky’s SmartVideo Platform enables the home improvement retailer to deliver
the exact right ad, at the exact right moment in time, to the exact right viewer.
Marrying data management, programmatic personalization, and delivery and
optimization capabilities together through one full-stack solution offers virtually
unlimited flexibility and is key to achieving true
1-to-1 personalization.
The SmartVideo Cloud platform buys premium inventory
using algorithmic targeting and programmatic buying to
deliver 15 and 30-second personalized in-stream, nonskippable pre-roll ads. Each ad is individualized to the
viewer based on on-site visitor activity and past purchase
history to drive buyer activation.
SundaySky worked with the retailer’s media agency to
couple the creative execution and media buy together,
enabling continuous measurement and optimization against
many parameters that influence the media buying decisions,
ad selection and ad content decisions.
BACKGROUND | SOLUTION | RESULTS
CUSTOMER
STORY
SOLUTION
THE CONSUMER EXPERIENCE
1
An anonymous visitor
to the retailer’s site
shows interest in a
product...
2
3
...the pre-roll ad story is
selected, then rendered and
personalized to the viewer.
BACKGROUND | SOLUTION | RESULTS
...but leaves the site
without making
a purchase. Later,
as the consumer
searches for
video content on
YouTube...
CUSTOMER
STORY
SOLUTION
PERSONALIZATION MATTERS: AD STORY VARIATIONS
By leveraging on-site visitor activity, the SmartVideo ad content is personalized for each individual
viewer to deliver the most relevant ad experience. For instance, based on the consumer’s behavior
and attributes, an ad might feature a recent product or multiple products viewed on-site and offer the
most current sale price, or promote a “buy online, pick up in store” offer with the viewer’s closest store
location.
Below are sample scenes from three ad stories, which are each personalized to the viewer:
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Duration: 30 seconds
Product: Regfrigerator
Product category: Appliances
Products shown: 1
Feature scenes: 2
Store location: N/A
•
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Duration: 30 seconds
Product: Interior paint
Product category: Paint
Products shown: 1
Feature scenes: 1
Store location: New York, NY
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BACKGROUND | SOLUTION | RESULTS
Duration: 15 seconds
Product: Oven
Product category: Appliances
Products shown: 3
Feature scenes: N/A
Store location: N/A
CUSTOMER
STORY
RESULTS
PERSONALIZED VIDEO ADS OUTPERFORM
OTHER AD MEDIUMS
With SundaySky’s SmartVideo
Advertising solution, the home
improvement retailer realized a
strong incremental lift in return
website visits and orders,
thereby achieving its goal
of lifting revenue. The brand
measures ad performance by
return on ad spend (ROAS).
SmartVideo ads delivered a
ROAS 22% above the target
goal, which remained strong
even as the retailer scaled
impressions and adjusted
campaigns for seasonal
shopping periods. SmartVideo
ads outperformed all other
online, performance-based
advertising mediums.
22%
LIFT IN QUOTE CONVERSIONS
13%
NON-VIDEO
AD VIEWERS
BACKGROUND | SOLUTION | RESULTS
VIDEO AD
VIEWERS
CUSTOMER
STORY
RESULTS
CONTINUOUS OPTIMIZATION:
SELF-LEARNING SCORING
Using a sophisticated scoring algorithm, the SmartVideo Platform optimizes
performance through the identification of attributes that are most tightly
correlated with return visitors and order conversions. Once baseline performance
and the initial scoring algorithm are established, the
media buy is optimized using programmatic buying to choose
the right person at the right time for the right cost per
impression bid to maximize yield, allowing the
retailer to scale ad impressions while
maintaining a strong ROAS.
BACKGROUND | SOLUTION | RESULTS
ABOUT SUNDAYSKY
SundaySky is transforming the relationship between brand and customer
through personalized video. Our platform, built on proprietary SmartVideo
technology, combines the power of video with personalized storytelling at
scale to foster long-term customer relationships. The SmartVideo Platform
lets marketers communicate to an audience of one and easily create, manage
and optimize real-time personalized video programs throughout the customer
lifecycle. AT&T, Comcast, Allstate and other industry-leading brands partner
with SundaySky to engage prospective and current customers, resulting in
higher revenue, lower costs and deeper loyalty. SundaySky is headquartered in
New York City with offices in Tel Aviv and Tokyo.
229 West 36th St. Floor 2, New York, NY 10018
www.sundaysky.com | T 212.929.8111