Dynamic creative in video is not yet commonplace, particularly in display advertising.
The best creative minds in agency land are concentrating on other areas traditionally seen as more profitable.
So, I thought I’d trawl around and find some examples of dynamic video creative.
Alas, only two of them come from the world of display, but the others are mighty interesting nonetheless, and use similar technology.
First up, a note about terminology.
Truly dynamic creative in video is all about using HTML5 to automatically change one video dependent on viewer information or environmental factors.
However, dynamic creative could also include choosing the most appropriate video in real time (from a finite number of unchanging videos).
There’s a third definition – dynamic creative optimisation involves the use of a variety of videos, with real-time analytics feeding back into the selection process, ensuring the most successful video is served at any one time (usually determined by completion rate).
Right, on we go…
1. Axe – Romeo Reboot
This is the much heralded pioneer of dynamic creative in a programmatic video advertising campaign. And it’s still the only live-action example I can find in display (outside of dynamic information superimposed on videos, such as nearest car dealership).
Relaunching the Axe brand in Brazil, Cubocc created a dynamic video with 100,000 possible variations, depending on a user’s interests.
Music and even the genre of the movie can change, with further personalisation based on viewer interaction.
2. Toys “R” Us
Cofactor, in partnership with Eyeview, used an existing Toys “R” Us ad to create digital videos that were versioned according to zip code.
These videos featured unique offer content including in-store promotions.
Ads could be optimised automatically as local inventory and demand changed.
3. Nike – ‘We Run Paris’
Impossible Software created a dynamic video for AKQA Paris and Nike, for the annual 10km event in downtown Paris.
Each runner received an email with a personalised video, incorporating their own race time and course photo. The idea was to increase runners’ social activity around the race, increase awareness of the cause and of the brands involved.
Try clicking on any of the runners on the results page and you can see their personalised video. Great stuff, and reminiscent of Facebook’s efforts with the anniversary videos it creates for users.
4. University of New South Wales
Okay, the creative in these Uni of NSW videos does feel a little clunky in parts, but it’s certainly a novel way to deliver exciting news.
The videos were included in emails sent to successful University applicants (I’m guessing there wasn’t a rejection video).
Smart Video Australia was behind the technology. The company cites personalised video ‘watch rates’ of 3.5 times that of generic video, as well as email open rates that increased by 52% when ‘personalised video’ is included in the subject line.
For more on video, read our Online Video Best Practice Guide.
And for more on programmatic, book yourself onto our Programmatic Training Course.