Data-Driven Video

We can easily agree that, when it comes to online content, video is a vital component. 80% of global internet consumption is video content. Many marketers still consider simply uploading the most recent TV commercial an efficient video strategy. But if your audience doesn’t want to watch your ad, they literally cannot skip it fast enough. To achieve an unskippable future for advertising Carglass®, SBS, Semetis and AdSomeNoise placed their bets on data and technology.

Our answer? Data Driven Video Creatives Personalized video? Been there, done that. Not really… Transcoding technology - rendering a big amount of videos - has been around for a while but for this to really really become accessible and useable at scale, an ad engine that can both create and render dynamic pre- and midrolls in real-time on a user’s screen is required. We developed the MarTech tool that can do exactly that.

Yes, real DCO for video. Yes, a very first in Belgium. The beauty of our tool is that it uses market conform technology which enables us to simply plug-in in the supply and demand system and that we built something from which local publishers can benefit. It is as easy as buying programmatic video inventory. This allows us to create ads that are perfectly integrated with the content, super flexible, adaptable and witty enough to make a viewer smile instead of being annoyed by an irrelevant ad. After all context is everything.

The technology uses layered video, animations, text and other assets to output a video commercial that no one wants to skip. By leveraging data and infusing that with storytelling, something pretty amazing was created for Carglass®. Firstly, the tone of voice and copy of the commercial adapts in accordance with the program the user is watching. Secondly, through a location API, a dynamic map was integrated that shows the nearest Carglass® Service Center. To make the commercial even more local, the voice-over adapts to the dialect of your location. All on the spot, interactive and without transcoding.