{"id":17545,"date":"2016-06-15T16:53:01","date_gmt":"2016-06-15T16:53:01","guid":{"rendered":"https:\/\/staging.sundaysky.com\/blog\/leverage-customer-data-for-personalized-video-advertising\/"},"modified":"2025-02-18T17:27:58","modified_gmt":"2025-02-18T17:27:58","slug":"leverage-customer-data-for-personalized-video-advertising","status":"publish","type":"blog","link":"https:\/\/staging.sundaysky.com\/jp\/blog\/leverage-customer-data-for-personalized-video-advertising\/","title":{"rendered":"How to Leverage Customer Data for Personalized Video & Advertising"},"content":{"rendered":"

Last week we attended the Oracle Data Cloud Summit\u00a02016: The New Face of Data<\/span><\/a>,\u00a0where leaders from various industries came together to talk about the the latest trends in targeting, personalization and measurement.<\/p>\n

One of the themes we were most excited to hear about was leveraging data and motion to create personalized experiences for consumers.<\/h4>\n

John Nitti, Chief Media Officer at Verizon, spoke about how brands need to stitch together their data to identify incremental insights and reach audiences in a \u201crelevant and native nature\u201d \u2013 across any device.<\/p>\n

Tim Kendall, President of Pinterest, talked about how \u201cmotion is critical\u201d and that video needs to be \u201cwoven into the organic flow\u201d of a consumer\u2019s experience.<\/p>\n

And Paddy Hannon, Chief Technology Officer at Edmunds.com, summed up the entire theme perfectly when he said that marketers \u201cneed to tell better stories through advertising to revolutionize the space\u2026it\u2019s important to deliver value and give consumers more than bombarding them with messages.\u201d<\/p>\n

We ask: what better way to tell a story with motion than integrating personalized videos into your digital advertising or retargeting strategy?<\/p>\n

But the push for personalization is not without its challenges \u2013 specifically around the tradeoff between data quality\/accuracy and reach\/scalability.<\/h4>\n

Several panelists talked about the challenge of effectively managing and linking devices to profiles in an accurate but scalable manner. As much as we want to reach every person with a unique, personalized message it can be difficult and costly to accomplish \u2013 meaning sometimes we sacrifice accuracy to increase reach.<\/p>\n

However, according to Omar Tawakol, SVP at Oracle Data Cloud, accepting watered-down data quality in order to increase reach can be a slippery slope. You don\u2019t want to connect the wrong customer profile to a tracked device and end up serving up ad about torque and horsepower to a women browsing the season\u2019s newest fashions.<\/p>\n

Finding the right time and place for personalization was also a concern for panelists.<\/h4>\n

There\u2019s a fine line between using consumers\u2019 trust and personalized messaging to create favorable brand experiences and unfavorable ones. Consumers can either be left inspired and ready to take action or rolling their eyes and annoyed with your brand.<\/p>\n

My favorite example was a panelist who logged into a hotel\u2019s wifi, was directed to the property\u2019s webpage, and then proceeded to receive 8 different display ads\u2026telling him to book now\u2026at a rate lower than what he was paying. Talk about a retargeting fail!<\/p>\n

So to sum up: data (and personalization) is like water \u2013 ubiquitous and necessary, but too dirty or too much at one time can kill you.<\/h4>\n","protected":false},"excerpt":{"rendered":"

Recap from the Oracle Data Cloud Summit where marketing leaders convened to discuss targeting, personalization and measurement.<\/p>\n","protected":false},"author":7,"featured_media":19908,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[104],"blog-topic":[123],"class_list":["post-17545","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-advertising","blog-topic-personalization"],"acf":[],"yoast_head":"\nHow to Leverage Customer Data for Personalized Video & Advertising | SundaySky<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Leverage Customer Data for Personalized Video & 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