Amazon recently made a foray into personalised video advertising. Video has been around for a while in advertising circles, but has only really exploded in the past year. Advertisers are moving away from traditional television advertising to online video channels like YouTube, Instagram, and Facebook, where individuals are now spending a lot of their time watching videos.
Amazon has capitalised on this development by going one step further: showing viewers personalised video ads. These personalised clips present items that viewers have recently shown interest in while browsing. Amazon’s algorithm automatically superimposes an images and text based on the user’s browsing behaviour.
Whilst this development is still in its early beta stages and on a small scale, it has advanced far beyond the usual pre-made video ads which target an audience based on similar interests or behaviours. Amazon’s ads differ in that they are created on the spot, and uniquely targeted to that particular viewer; i.e., inserting their name, or personal statistics based on collected data, such as We Run Paris using viewer’s run times in their personal video messaging. Previously, this dynamic level of targeting was only available to static ads.
What Does This Mean for Video Advertisers?
Video advertising is a popular and engaging platform; a hot ticket that has tapped into a surge of interest in immersive, over static, advertising. According to Hubspot, 75% of online video viewers have interacted with an online video ad this month. Viewers also remember video advertising more than traditional ads; 80% of viewers can recall a video ad they viewed in the past 30 days.
Video advertising is increasing and is expected to continue to climb upward. The ability to target users individually, during micro-moments, immediately, versus pre-set ads and audiences, is the next step for advertisers in creating a truly personalised journey for their users, which ultimately creates a better experience and greater consumer loyalty.
This is a potential game changer for digital advertising. Due to a higher level of engagement from video advertising over static banner ads, this format could revolutionise an advertiser’s display and video strategy. Advertisers can expect YouTube and Facebook to follow suit with similar technologies if Amazon sees success with this new platform.