Video experience transformed into heightened levels of engagement & commerce

KERV Interactive, a multi-award-winning interactive video company revolutionizing the performance of digital advertising with its patented technology, recently orchestrated a highly successful interactive video campaign for Callaway Golf, one of the world’s leading golf equipment and product brands. Through KERV’s patented video platform, Callaway transformed videos about its new golf clubs (JAWS MD5 Wedges) into interactive experiences for consumers.

Utilizing object-level identification, each unique Callaway club in the video creative was wrapped with interactivity and assigned a category, unique text, data and links to provide in-depth understanding and actionable insights. With over 15 action-based proprietary metrics, KERV’s interactive intelligence allowed the brand to strategically re-target based on unique interactions per object.

Also, KERV split video distribution between Baby Boomer/Generation X and Millennial/Generation Z audiences to obtain data showcasing exact product interest by age group and club category. KERV more than quintupled (5x) the anticipated click-through-rate and cut the bounce averages in half, so that the clicks that were driven were qualified. The campaign also generated an average time of :38 seconds spent with the brand, exceeding the :19 second industry benchmark by 100%.

“This data-driven video campaign was delivered programmatically via desktop and mobile and provided a website-like experience for users to learn more about the brand, specific club attributes, history on design heritage as well as click-to-shop opportunities,” notes Marika Roque, COO of KERV. “We identified which golf clubs were of most interest to each age group and optimized the campaign accordingly to maximize relevance, resulting in unprecedented engagement.”

To learn more, please contact Jeannine Jacobi of Fresh PR at 323-903-7063 or jeannine@freshpr.net, or visit https://kervit.com.

About KERV Interactive

Based in Austin, Texas, KERV Interactive is the world’s most advanced interactive video technology company and is revolutionizing the future of video engagement through dimensional storytelling. KERV’s digital advertising platform was built on cutting-edge, patented technology and adds extraordinary value to brands, agencies, and creative and data-science teams by creating audience-to-brand connections within video like never before. Leveraging breakthrough machine learning techniques and AI with unmatched processing speed, the KERV technology recognizes depth, dimension, and objects within a video just as precisely as the natural eye. KERV enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers.

Digiday recently announced the list of finalists for the 2020 Digiday Video Awards. KERV Interactive and Carhartt’s “Full Swing” interactive activation campaign was named a finalist for “Best Multi-Platform Video Campaign.” This category awards an ad campaign, integrated across two or more video-supported channels, that successfully achieved campaign goals.

The Digiday Video annual awards competition recognizes the companies, campaigns and technologies that have used video to modernize media and marketing.

Best Multi-Platform Video Campaign Finalists:

KERV x Carhartt: “Full Swing” Interactive Video Campaign

Carhartt partnered with KERV to lift its existing “Full Swing” video campaign to become an interactive experience for consumers. By utilizing KERV’s technology, Carhartt was able to distribute thousands of unique video creatives that drove over 53x higher user engagement, 15.4x higher CTR compared to standard in-stream and 2x spent with the brand.

The data-driven video campaigns were delivered programmatically via desktop and mobile and provided a website-like experience for users to learn more about the brand, specific products as well as click-to-shop. Each object was able to be uniquely identified, assigned text and linked.

KERV increased the video’s engagement opportunities by more than 2,000% while creating 34 unique click-throughs for the products featured. For reference, standard in-stream video can only produce one or two clickable points for an entire :30 second creative.

KERV’s object-level image recognition and categorization, along with over 15 action-based metrics, provided actionable insights around how audiences actually engaged with the brand. The interactive intelligence allowed for each item in the creative to be optimized and retargeted to unique intender groups for enhanced optimization.

Additionally, Carhartt was able to strategically analyze creative performance and understand the consumer journey through qualified, interactive insights and object-level data visualization.

Creating an Interactive Video Campaign

Neiman Marcus teamed up with Vogue and Conde Nast to produce the 2019 “A Night at Neiman’s” holiday ad, sponsored by MasterCard who focuses on payment innovation.

Trendsetters in both fashion and advertising markets, the brands saw an opportunity to boost conversation with consumers while also monetizing individual products featured in the video.

KERV worked hand-in-hand with the Neiman Marcus team to activate an interactive experience, allowing consumers to further engage with the creative as well as shop directly from the video.

Neiman Marcus was able to identify products they wanted KERV to activate with the video platform’s patented highlight glow, unique text and URLs to further drive consideration for purchase. With KERV’s technology, every product in a video has a unique URL and drives users to a specific product or service on a client’s site.

KERV quickly turned the 3-minute video asset into an interactive and shoppable experience with over 100+ points of engagement and clickthrough URLs.

The interactive experience serves as an added bonus of convenience for online consumers and provides new data insights for the brands about how individual scenes and objects in the creative performed. The interactive activation was a new way for the iconic brands to extend a luxury experience into their advertising strategy.

More than just shoppable, KERV’s patented technology creates an all-in-one, website-like user experience, within a video, while helping brands better understand what’s relevant to their audiences.

Importance of Building Ads that Allow for Additional, Outside Revenue

Building ads that allow for additional interactive agility and opportunity is the way of the future of video advertising. KERV’s patented technology lifts and adds dimension to existing video ads that clients have invested time and money into by organically driving up interaction and consumer time spent with the brand.

The proxies that the technology removes can directly increase ROAS and correlate to ROI, but KERV’s main focus is getting consumers to organically interact and spend more time with the brand and relevant items featured in the video creative.

From a publisher standpoint, brands and marketers create content throughout the year. KERV’s video technology allows for audience engagement and specific object identification, which helps push users further down the purchasing funnel.

Additional Press Coverage

Click the following links to read more about the Neiman Marcus x Vogue interactive activation campaign.

Unique object tagging provides breakthrough commerce opportunities.

AUSTIN, TEXAS (November 12, 2019) – KERV Interactive, a multi-award-winning interactive video company revolutionizing the performance of digital advertising with its patented technology, has enhanced its 1st party data and object tagging features to allow for quick analysis, organization, and collection of unique products or object level data in interactive videos.

Within a video, KERV-identified objects can each uniquely be “tagged” and categorized not only for data analysis but for organized data capture. This enables a client to report on and utilize unique object level data and also groups of objects for larger data sets. This data can be used to dynamically retarget users with optimized versions of the video or object-specific banners that keep products top of mind, help them discover more information about a product or guide them down the funnel to  make a purchase. The data utilizes the KERV patent to provide unmatched precision while delivering a personalized video experience. The object level data is not only collected via the click but on the hover and time spent as well, within any scene down to the object or object category level.

Clients can tag objects with multiple categories such as color, product type, and brand (and organize all corresponding data within those 1st party data segments) throughout the video to maximize interest-based optimization and personalization. For example, one video asset could feature fashion, home, and children’s video material. KERV’s object tagging organizes users who interact with those unique sets of objects (and can strategically include or exclude users using the object hovers and click behavior data) to dynamically provide those users with a more personalized version of the video against contextually relevant content, thus more effectively capturing an audience’s attention and interest. KERV’s granular data organization also helps clients analyze performance by defined groups, optimize personalized messaging, and maximize frequency strategies.

“Our interactive video technology functions as an engine that generates the most unique object level data in the industry,” notes Marika Roque, COO of KERV. “The tagging features allow for easy portability of our action-based first party data. The intelligence we provide can easily be shared with other infrastructures and is seamlessly used for unique video optimization strategy.”

About KERV Interactive

Based in Austin, Texas, KERV Interactive is the world’s most advanced interactive video technology company and is revolutionizing the future of video engagement through dimensional storytelling. KERV’s digital advertising platform was built on cutting-edge, patented technology and adds extraordinary value to brands, agencies, and creative and data-science teams by creating audience-to-brand connections within video like never before. Leveraging breakthrough machine learning techniques and AI with unmatched processing speed, the KERV technology recognizes depth, dimension, and objects within a video just as precisely as the natural eye. KERV enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers.

Research shows that 82% of marketers completely or somewhat agree that AI and machine learning (ML) are important trends in advertising, and 87% agree that using AI and ML will improve advertising performance.

Technological evolution stemming from artificial intelligence and machine learning has opened new doors for marketers. Fueled from these advances, interactive video has become more prominent among brands and advertisers. Creative teams are leaning into this new landscape of advertising and opting for AI-powered digital marketing tools to enhance campaign performance, personalization, ROI, insights, relevance and more. 

AI and ML are no longer the “future” of advertising, but the top trend in digital marketing. Today’s technology can target and customize ads with unparalleled precision. AI-powered platforms will only continue to grow in the future; the faster companies learn and adapt to new practices, the faster they will grow and stay relevant in highly competitive markets.

AI Fuels Digital Marketing Advancements

Interactive video has different meanings to different advertisers, so it is important to know exactly what each “interactive” company offers. Early on, while AI trends were still on the rise, KERV foresaw the possibility for advancement in the video advertising sector. Built from experts for experts, KERV created a patented, interactive video technology platform that helps brands and advertisers maximize their current video campaigns.

Busy consumers need ads that are both aesthetically compelling and highly relevant. KERV immediately adds layers of intelligence and interactivity to existing videos to drive brand growth. The savviest content creators are seeing repeated success by using new creative formats, such as interactive video, to expand the digital landscape to tell a stronger, more compelling brand story.

Adding Relevance to Video Campaigns

There are many, many video advertisements with strong visuals that successfully entice audiences to lean in and want to learn more. However, what these aesthetically pleasing video campaigns might lack is the ability to showcase specific products, information, history and click-to-purchase options.

KERV is solving this problem for brands by turning a standard, in-stream video advertisement into an interactive experience for consumers. Dimension, customization and action-based touch points are layered over the ad, which gives advertisers the opportunity to tell multiple stories with one video creative.

Multi-level Storytelling Inspires Brand Growth

Interactive technology brings website functionality features directly into a video ad. The convenience factor is of high value for busy consumers who are actively engaging with your ad. In addition to the shoppable video aspect KERV provides, each object in the video is able to be uniquely customized to provide consumers with additional information they would have not normally received from the original video ad.

All too often we, as consumers, see beautiful creative ads from brands. However, there are many thoughts that can race through a loyal consumer’s mind as they are watching a video ad. Personally, I find myself wondering what clothing a certain actress is wearing and where I can buy it, how it fits, what it’s made out of, etc. Or, I might find myself wanting to know more about a company’s services, history, sustainability, nutrition – there are many questions that one video creative simply can’t answer all at once. That is, until now.

Interactive video adds to your beautiful creative by letting consumers discover information that might only exist on your website, social media, marketing materials, etc. The creative is no longer just about delivering a visually compelling ad, it’s about letting users decide what they want to experience from your ad. Unique stories, and supporting information, can be told with each object in every scene of the video.

In a busy world, one might see an amazing advertisement and completely forget to search for the item that sparked their interest. This is a needless lost engagement opportunity with a consumer who wants to actively engage with your brand. Having interactive capabilities at their fingertips allows consumers to engage with your brand in real-time, easily learn and even add to cart for a quick checkout.

Thanks to technology making everyday life easier, advertisers now have new opportunities to monetize inside of their video creative with interactive video.

Interactive Intelligence Fuels New Optimizations

With KERV, each element in the video campaign is optimized with data fueling each part of the creative. The advancement in KERV’s platform is what sets the technology apart from other interactive video companies. KERV is the only interactive video platform in existence that can provide precision at the object-level. 

Object-level precision is important as it essentially is part of the patented, AI technology that identifies each specific item by its pixel-edge. Each object, and features within objects, are immediately layered with data intelligence and tracking capabilities, so brands get the most accurate reporting and consumer insights available. Additionally, this precision provides more touchpoint opportunities for users to engage with. More integrative touchpoints equal higher video engagement.

This precision is beneficial for brands that have specific features they want to identify within objects in their videos. For example, KERV has provided value for automotive brands who want to showcase different features on cars, technology brands who want to explain multiple functions on their products and retail brands who want to explain the sustainable or functional creation behind their clothing. 

New Insights Provide More Effective Data Optimization

Videos are now filled with interaction points that allow consumers to organically engage with your content. Each pixel-identified object is layered with intelligence and is assigned a unique Wiki description and link-out URL. All of which is customizable at the client’s discretion.

Along with object-level identification, KERV also creates object-level tags that present more granular tracking and optimization/delivery opportunities for accuracy in reporting. Each object now creates its own specific metrics.

This level of intelligence allows video advertisers to effectively understand what highly targeted audiences are compelled to within various video campaigns. KERV’s 15+ proprietary, action-based metrics – in addition to the full range of standard, video metrics – helps advertisers easily measure the impact of their video campaigns and apply the new findings to future campaigns.

Interactive ads are not gated or forced on users, so the performance data earned is organic to the brand. Measuring video campaign results based on more effective KPI’s, such as user engagement and time spent with the brand, provide a higher value to digital marketers as they generate action-based results.

Marketers Agree AI and ML Improve Ad Performance

Interactive video performance is guaranteed to be always better than that of your static video. KERV clients typically see a brand lift of 10x higher engagement, 6x higher interaction rates and 4x more time spent with the brand – in comparison to traditional in-stream videos.

Your video ads may be performing well, in front of the right people, but if your creative isn’t compelling or relevant, you’ll lose the opportunity to effectively engage with the consumer. Today’s technology-driven world has made significant impacts in the advertising industry, and KERV is part of this advancement. Rethink what is possible with interactive video and elevate your video campaign with KERV.

Click here to contact KERV.

Interactive video has been more frequently discussed in the online advertising and digital marketing spaces. A relatively new advertising concept that is gaining traction from major brands such as Carhartt, Troy-Bilt, Fisher & Paykel and more.

Our world is becoming more advanced and seamless thanks to technological advances such as AI and machine learning. Interactive video is no exception to this. Making your online video advertisement “interactive” essentially creates an all-in-one experience that is not disruptive to the user’s viewing experience.

Think of it this way: have you ever seen a person, place or item in a video that you weren’t able to locate from a quick Google search? That’s where interactive video comes in. As consumers are watching a video on any device, they can easily tap to learn more about specific products, features, history and pricing as well as click-to-purchase – all from within the video.

Here are a few ways that interactive video can help brands advertise:

1. Convert More Sales with Shoppable Video

Interactive video creates huge opportunities for digital advertisers to monetize inside the video, instead of before or after. Individual objects are automatically identified, and made clickable, so users can click-to-purchase directly from the video ad.

While the shoppable aspect has proven to be of major value for retail brands, interactive video can be a lot more than just shoppable. When you think about consumers’ purchase patterns, it is not common that people buy items without doing a little research beforehand. This is where the informative aspect shows value.

2. Tell Multiple Stories at Once

The evolution of digital marketing and technology now allows brands to tell multiple stories at once and add layers of participation to their videos. Your video can create an even richer experience for audiences by adding extra, informative layers to the story.

Each clickable object comes with unique descriptions that are customizable to describe products, services, etc. Links can also go beyond simply connecting people with products and be used to help the audience engage more deeply with a topic.

Travel brands have seen value in interactive technology for bringing tourists closer together with their destinations. Travelers are able to directly click within a video for information about unique neighborhoods, entertainment, culture, restaurants and more.

3. Generate Higher Video Engagement and ROI

Brands and advertisers are constantly tasked with the challenge of better connecting with audiences. Interactive video turns passive viewers into active participants and outperforms standard in-stream video 100 percent of the time.

KERV’s interactive video technology helps brands achieve 10 times higher video engagement, six times higher interaction rates and four times more time spent with your brand. Tested over 100 million unique users, KERV’s platform boasts the highest interaction rates in the industry.

KERV is the only interactive video technology that can identify objects at their pixel-level. Object-level identification allows brands to include more touch points for users to interact with. More points of interest mean more opportunities for users to engage, which creates higher engagement and interaction rates.

4. Increase Brand Awareness

Did you know 73 percent of advertisers and 89 percent of agencies aim to uplift brand awareness with digital video advertising campaigns? It is important to invest in audiences who are investing their time and money into your brand.

Advertisers need to integrate brand presence within content and make it something that viewers want to engage with by welcoming it as part of their experience. Essentially, content itself is now advertising and the best way to take advantage of that is by making it interactive.

Having access to information within a video ad can establish a deeper connection with audiences, and their understanding of your brand. While pre-roll can be forced upon viewers ahead of content, its presence is ultimately ineffective in that it cannot compel views or force engagement.

5. Understand Your Consumer Journey 

Digital video is experiencing a rapid growth, and KERV’s vision is to improve the video and television paradigm for both advertisers and brands. Brands continue to shift toward interactive video marketing as they are able to see specifically what consumers are choosing to engage with.

Interactive content creates a multi-touch user journey within your videos. On the front end, multiple stories are told simultaneously to consumers with many touch points and link-out opportunities. On the back end, advertisers and brands receive unmatched data that tells the story of their consumer’s journey.

The data tells the story to brands of what scenes, frames, objects, etc. performed the best with their audiences. Brands then have the ability to use this information when creating new video ads and deliver powerful new stories.

“Our initiative for the campaign was to deliver new, interactive content to the right audiences in targeted environments to enhance the consumer experience with the Carhartt brand,” said Janet Ries, Vice President of Marketing at Carhartt. “On the front end, this created a new and immersive ad experience for consumers, but on the back end, it yielded new data points, user behaviors and trends that informed all aspects of the campaign.”

6. Receive Unmatched Data and Optimization

The value of interactive video shines with data. KERV provides 15+ entirely new data points to report and optimize against, on top of the standard industry metrics. This data advancement adds more accountability to your video content than ever before. The ability to receive and analyze powerful insights, in real time, are important for any online advertiser these days.

KERV’s object-level precision is an added benefit for the data aspect, by allowing for unmatched accuracy of reporting.

7. Add Accountability to Your Video

Do you know what’s wrong with the current industry measure of value for a static video? Completed views, or if the video was displayed on the user’s screen, is and ineffective measure to determine your video campaign’s success.

The problem advertisers face with this current measure is that there’s no way of really knowing if the ad was viewed or if the user was interested – the current measure is not about engagement or time spent with the brand. Turning your video ads into an interactive experience adds trackable accountability to your content.

8. Create an All-in-One Experience for Audiences

By 2022, online videos will make up more than 82 percent of all consumer internet traffic. Interactive video creates an all-in-one experience for online audiences. Adding layers of convenience, audiences are rewarded with the luxury of a non-disruptive, website capability within your video experience.

Interactive video is making its way into the future and is creating a more seamless ad experience for online users.

Connect with KERV to learn more.

KERV’s patented technology maximized Troy-Bilt’s creative asset by creating unique, interactive experiences based on specific user consumption patterns

AUSTIN, TEXAS (August 5, 2019)Troy-Bilt©, a leading manufacturer of outdoor power and lawn care equipment, and its agency of record, Marcus Thomas, used KERV Interactive’s patented video technology to create a unique user experience for its new “Durability” ad campaign. The interactive video campaign, announcing Troy-Bilt’s new retail home at The Home Depot©, was designed for audience participation to allow consumers to easily connect and learn more about the brand and its products. KERV’s technology helped Troy-Bilt generate an interaction rate over four times higher than the standard in-stream benchmark. Users also interacted with the video asset 53 percent longer than the actual length of the creative ad. Video engagement using KERV’s technology drastically outperforms that of standard in-stream 100 percent of the time.

KERV’s technology turns a passive viewer into an active participant, creating highly-qualified intender groups and link out opportunities that are not available in standard in-stream video. The interactive technology enables video clicks to be of higher value as users are required to complete a series of specific engagement actions in order to be able to link out from the object-level in the ad experience. Individual objects within videos are able to be uniquely identified, described and linked, giving consumers the ability to access in-depth information about brands and products that spark their interest.

Wrapping KERV’s award-winning, interactive video technology on Troy-Bilt’s existing ad created over 20 additional layers of optimization as well as created a highly-engaging interactive experience for consumers. The award-winning, interactive platform enhances the user experience by essentially bringing website content to the video ad – providing users with added layers of convenience and connection. Combining additional proprietary, interactive metrics with multi-level interaction paths allow brands, and advertising agencies, to understand the user journey and better optimize campaigns to meet consumer’s needs.

“We are excited durability has a new home. The placement of Troy-Bilt at The Home Depot is truly a testament to the strength of the brand,” said Barbara Roueche, Troy-Bilt brand manager. “The interactive video experience that KERV Interactive provides is another way for users to interact with and explore the Troy-Bilt brand and its lineup of equipment.”

With the campaign tagline “Durability has a new home,” Troy-Bilt ad consumers are able to easily interact with the “KERVed” video to learn more about specific products, features, history and pricing as well as click-to-purchase any equipment. Users are able to rollover specific items to learn more right within the experience or click to use the bookmarking feature to save scenes from the video.

For more information about Troy-Bilt and its products, visit www.troybilt.com. For more information about Marcus Thomas, visit www.marcusthomasllc.com. To learn more about KERV Interactive and experience the platform, visit www.kervit.com/marketing.

About Troy-Bilt
In 1937, Troy-Bilt introduced the first American-made rototiller and has since expanded its legendary expertise and durable product line to create a complete selection of the industry’s finest lawn and garden tools that won’t let you down. The company’s award-winning product line includes top-quality tractors, mowers, tillers, cultivators, trimmers, snow blowers and other outdoor power tools. Troy-Bilt machines are built to last and engineered to take on the toughest challenges to make jobs simpler and safer. Headquartered in Valley City, Ohio, and with multiple manufacturing locations across the country, including Ohio, Kentucky, Tennessee and Mississippi, Troy-Bilt is committed to the communities it’s a part of and keeping America working as hard as it can. For more information, visit www.troybilt.com. 

About Marcus Thomas
Marcus Thomas LLC, with 200 professionals in its offices in Cleveland, Ohio and Buenos Aires, Argentina, is among America’s leading independent advertising agencies. Marcus Thomas is a recognized leader in digital strategy and technology; is Ohio’s largest media planning and buying agency; has been recognized by the Content Marketing Institute as one of the world’s leading content marketing agencies; and is regularly honored for its award-winning creative and social media campaigns. Learn more at www.marcusthomasllc.com.

About KERV Interactive
Named “Best Interactive Brand Experience” and “50 Most Valuable Brands of the Year 2019,” KERV Interactive is a multi-award-winning interactive video company, based in Austin, Texas, that is revolutionizing the future of video engagement through dimensional storytelling. Certified against piracy and fraud through the Trustworthy Accountability Group (TAG), KERV’s digital advertising platform was built on cutting-edge, patented technology and adds extraordinary value to brands, agencies, creative and data-science teams by creating audience-to-brand connections within video like never before. Leveraging breakthrough machine learning techniques and AI with unmatched processing speed, the KERV technology recognizes depth, dimension and objects within a video just as precisely as the natural eye does. KERV enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers. Learn more about KERV Interactive by visiting https://kervit.com/marketing.

KERV is a proud contributor to the IAB – Interactive Advertising Bureau Data-Driven Video Best Practices guide alongside companies such as ABC, Adobe, CBS, Google, Hulu, NBC, SpotX, Sony, Verizon and more. The marketer’s guide is a valuable industry resource for professionals to learn about the state of data-driven video along with benefits, best practices, tips, etc.

Check out this important industry document, and see KERV’s three featured campaign examples for Carhartt, eBay and Fisher & Paykel. The following information was taken from IAB.com. Click the button below to see the full PDF.


Project Overview

As data fuels the digital advertising ecosystem and video consumption continue to rise, data-driven video is emerging as a powerful marketing tactic and strategy that enables brands to deliver innovative storytelling. The goal of this best practices document is to illustrate how marketers can utilize data to inform not only targeting efforts but the actual video assets and creative messaging. This document highlights the state of data-driven video, marketer benefits, tips for how to get started, best practices, and more.

IAB compiled data-driven video case studies to bring to life how data can be used to inform the video creative itself. These case studies showcase a variety of tactics and span across multiple brand verticals. Click here to view the video assets and learn about the campaign goals, data sets that were utilized, and results.

Data-Driven Video Overview

Data-driven video (DDV) is both a strategy and a tactic that allows marketers to use available data to deliver tailored advertising through precise audience targeting and personalized video creative that allows for permutations based on signals about the audience or other external factors. Underlying this strategy are two fundamental questions: who do you want to show this ad to and what messaging will move this individual to take a step towards the next best action?

(Source: Flashtalking)

Growth of Data-Driven Video

Benefits

  • Consumers like personalization: According to an Epsilon study, 80% of respondents indicated they are more likely to do business with a company if it offers personalized experiences and 90% indicated that they find personalization appealing (Source: Epsilon, The power of me: The impact of personalization on marketing performance, 2018)
  • Personalized video can result in more efficient media planning: By serving more relevant ads, marketers will be able to serve fewer, more impactful impressions.
  • Data-driven video drives engagement: According to Innovid, there was a 78% lift in engagement rate on DDV campaigns compared to traditional pre-roll video ads (Source: Innovid, 2018 Global Video Benchmarks).
  • Marketers pursue DDV to drive sales and lifetime value: According to a Verndale survey, personalization is most important for increasing sales and improving customer satisfaction and retention (Source: Verndale, Jan 2018). In addition, a SundaySky study revealed that personalized video experiences can improve Net Promoter Scores, which measure customer loyalty to a brand, by 48 points or more (Source: SundaySky, A Study of Personalized Videos Deployed by F500 Brands, February 2019).

Data Signals Used to Inform Targeting and Creative

  • Contextual: page-level content via semantic analysis (i.e. headlines, article content) or video-level content
  • Demographics (age/sex)
  • Device level data (device make/model, browser, operating system)
  • First-party (CRM, product feeds, etc.)
  • Location data
  • Prior ad exposure (enables sequential messaging)
  • Psychographics
  • Purchase history
  • Real time data (sports scores, stock tickers, weather, etc.)
  • Site behavior (browsing history, cart information)
  • Viewer Behavior (interactions, engagement, time spent with interactive elements)
  • Viewer Information (first name, birth date)
  • And more

Considerations for Implementing a Data-Driven Video Strategy

Capabilities Differ Based on Channel and Platform

Best Practices

  • Data informs both audience and creative: Use data to identify different audiences and apply meaningful creative executions for each audience segment.
  • Always consider where your ad will be seen:Think about how the video ad will fit into the multi-screen ecosystem, take advantage of each screen’s strength, and consider the technology you can leverage to personalize your video.
  • Think about the consumer journey: Messaging should change throughout the consumer journey. Feature the next best action for the viewer based on their engagement with the brand.
  • Ensure data strategy is compliant with privacy regulation (i.e. GDPR, CCPA): First-party data will be most impacted by privacy regulation so marketers should build a strategy that is not 100% reliant on first-party data. One suggestion is to create a cascading logic for your data strategy. For example, first-party data can be the priority data set but if the marketer can’t use it, they can then flow down to another type of data like contextual.

Challenges

  • Data management: Keeping first-party data organized and determining how to segment your own audiences can be challenging.
  • Data quality: It is necessary to vet third-party data sets to ensure that the vendor’s segmentation and modeling methods are sound and data is fresh. For more info, visit datalabel.org.
  • Lack of resources: According to a Sailthru survey of UK and US marketers, more than 4 in 10 respondents said that a lack of time, people and money has inhibited their personalization efforts (Source: Sailthru, October 2017). Note: Vendors that offer managed services can alleviate resource challenges and help get personalization programs off the ground.
  • Regulatory issues: As much as marketers are focused on reaching the right people, be mindful of also avoiding the wrong people (i.e. follow COPPA regulation, Legal Drinking Age (LDA) compliance)

Ad Delivery Considerations

  • VAST: VAST 4.x (i.e. VAST 4.0 and beyond) introduces the concept of “Ad Requests” and “VAST Interactive Templates” – both of which can be used to support some level of dynamic content.
  • VPAID (Note: The spec for interactive ads will transition from VPAID to SIMID): VPAID enables more complex levels of interaction for data-driven video. For example, VPAID ad units can change in response to user interaction.

Measurement

  • Go beyond the click: Traditional KPIs like video completion rate and clicks should be balanced against more accurate determinations of success, like conversions for performance-based campaigns, and time-spent, for branding and awareness campaigns.
  • Establish benchmarks: Marketers can create benchmarks by conducting A/B testing. For example, run a generic version of the video first to establish benchmark for drop off and conversion rates. Then run the optimized video to understand how it performs against the benchmark.
  • Test and iterate: Check campaign performance on a weekly or bi-weekly basis and adjust your strategy based on performance. Testing can be as simple as an A/B test or as sophisticated as a multivariate test.

Data-Driven Video Case Studies

The following interactive video case studies are examples from KERV Interactive. Click here for the full list of case studies.

1. Carhartt + KERV Interactive

  • Campaign Goal: Drive traffic to Carhartt’s web site through interactive features in order to drive sales and raise awareness
  • Data: Viewer behavior. Insights were gained regarding what specific Carhartt clothing items consumers were interacting with in the original Carhartt video asset. The viewer was served a sequential ad based on what Carhartt item they interacted with. The personalized video example provided was served to someone who interacted with the Carhartt jacket in the original video.
  • Results: CTR: 2% CTR on personalized video versus 1% on original asset. Interaction Rate: 7% on personalized video versus 5% on original asset. Average time spent interacting with video: 45 sec with personalized video versus 30 seconds with original asset. Average time spent interacting with objects: 127 seconds.
    • “Interaction Rate” Definition: Sum of all brand interactions within the video (against impressions). Interactions include scene saves, frame selects, object highlights (which have a qualified timer), object links, button clicks.
    • “Average time spent interacting with video” definition: It is the difference between the first interactive time stamp and the last active time stamp within the player. Examples usually begin with either the Scene Save or Frame Select and the last time stamp is either a complete, a skip or a link out exit.
    • “Average time spent interacting with objects” definition: The first time stamp fires when a user either clicks or taps on the object within the paused frame, when the user exits the text box or hovers off, there is an exit time stamp for this calculation. KERV Interactive then formulates the differences of these time stamps, by object, to determine average object level time spent or time spent interacting with a specific object.

2. eBay + KERV Interactive

2nd eBay Personalized Video (Spanish language personalization)

  • Campaign Goal: eBay’s goal was to launch several creative assets during the holiday season. Third-party data was used to optimize the campaign and drive sign-ups and sales on eBay.
  • Data: Oracle BlueKai
  • Results: N/A

3rd eBay Personalized Video (personalized based on user interaction)

  • Campaign Goal: eBay’s goal was to launch several creative assets during the holiday season. KERV’s scene and object interaction data was used to optimize the campaign and drive sign-ups and sales on eBay.
  • Data: User behavior. The viewer was served the personalized video ad if they interacted with the “toy” scenes from the original video asset.
  • Results: N/A

3. Fisher & Paykel + KERV Interactive

  • Campaign Goal: Qualified clicks to site and time on-site.
  • Data: Viewer behavior, KERV Interactive targeted specific groups of interactors and excluded users who had already clicked out of the video asset.
  • Results: 2.61% CTR on personalized video versus of 0.14% on original asset. 20% Interaction Rate versus 0.62% on original asset.
    • “Interaction Rate” Definition: Sum of all brand interactions within the video (against impressions). Interactions include scene saves, frame selects, object highlights (which have a qualified timer), object links, button clicks.

Try Interactive Technology on Your Video

AUSTIN, TEXAS (June 20, 2019)Carhartt, America’s premium workwear brand since 1889, partnered with Apollo Program and KERV Interactive to develop a direct-to-consumer interactive experience to help hardworking consumers learn more about the iconic brand and its innovative products. Apollo Program, the technology company who provides data, insights and strategy for Carhartt, developed this new application alongside its media and marketing partners at ACE Content. ACE develops and produces premium, original content for brands, studios, media networks and distributors.

The strategy included developing a series of videos that showcase the details of how Carhartt’s hardworking jackets and pants are built to provide wearers with a greater range of motion through its Rugged Flex® gear and its Full Swing® technology.

“At Apollo we listen to billions of data signals about consumers and content, to then translate that into new ways for a brand’s content and messaging to be most relevant to consumers,” said Jim Caruso, CEO at Apollo Program. “KERV Interactive’s technology allowed us to create an environment where we provided consumers not with an ad, but with the utility to easily learn about specific Carhartt products that were important to their work. It created a premium experience for our hyper-targeted Carhartt consumer audience and drove high engagement with this medium.”

KERV’s patented technology is wrapped on existing videos and creates immediate dimension by enabling every product, in every scene, to be interactive. As consumers are watching a video on any device, they can easily tap to learn more about specific products, features, history and pricing as well as click-to-purchase – all from within the video. Each product is associated with a unique link-out to product pages, increasing click opportunities for companies and brands by upwards of 300 percent.

Carhartt creative using KERV Interactive technology. Click here to test the interactive video.

“Our initiative for the campaign was to deliver new, interactive content to the right audiences in targeted environments to enhance the consumer experience with the Carhartt brand,” said Janet Ries, Vice President of Marketing at Carhartt. “On the front end, this created a new and immersive ad experience for consumers, but on the back end, it yielded new data points, user behaviors and trends that informed all aspects of the campaign.”

In total, there were five different video creatives that were wrapped with KERV’s technology throughout the campaign. The interactive campaign averaged a 2.4 percent click-through-rate – over 1,040 percent above the 0.21 percent industry standard – and over a three percent interaction rate. The most interacted with products were the Carhartt Full Swing Armstrong Active Jacket and the Carhartt Grain Leather Work Gloves, both averaging over 60 seconds of active interaction time while the total asset’s length was 30 seconds. 

“Our partnership with the incredible teams at Apollo and PM allowed us all to truly optimize the campaign against the unique KERV engagement metrics,” said Marika Roque, EVP of media and technology at KERV Interactive. This led to significant performance results and time spent with the brand throughout the campaign.”

About Carhartt, Inc. 
Established in 1889, Carhartt is a global premium workwear brand with a rich heritage of developing rugged products for workers on and off the job. Headquartered in Dearborn, Michigan, with more than 5,500 associates worldwide, Carhartt is family-owned and managed by the descendants of the company’s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.

About Apollo Program
Apollo is a proprietary consumer intelligence platform that listens to billions of data signals from a wide variety of content, creative and in-app sources, enabling brands to assess real customer behavior at scale. These behavioral insights can be applied across an entire business, from product planning to marketing execution. Learn more about Apollo Program at http://apolloprogram.com/.

About KERV Interactive
Named “Best Interactive Brand Experience,” KERV Interactive is a multi-award-winning interactive video company, based in Austin, Texas, that is revolutionizing the future of video engagement through dimensional storytelling. Certified for piracy through the Trustworthy Accountability Group (TAG), KERV’s digital advertising platform was built on cutting-edge, patented technology and adds extraordinary value to brands, agencies, creative and data-science teams by creating audience-to-brand connections within video like never before. Leveraging breakthrough machine learning techniques and AI with unmatched processing speed, the KERV technology recognizes depth, dimension and objects within a video just as precisely as the natural eye does. KERV enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers. Learn more about KERV Interactive by visiting https://kervit.com/marketing.

About ACE Content
ACE develops and produces premium original content for studios, distributors, media networks and brands including episodic television, feature film, print & publishing, digital & social media and experiential/live events. With offices in New York and Los Angeles, ACE combines the storytelling of an award-winning production company with the brand sensibility of a world-class marketing agency. Learn more about ACE by visiting http://acecontent.com.


Click here to read the MediaPost exclusive story.
Click here to preview the Carhartt interactive video.
Click here to request an interactive video trial for your creative.

KERV Interactive was recently listed as one of the working group companies for the Interactive Advertising Bureau’s (IAB) “Advanced TV Matrix: A Market Snapshot” guide. We are proud to collaborate alongside companies such as ABC, A&E, Adobe, CBS, Google, Hulu, NBC, SpotX, Sony, Verizon and many more to proactively educate about our industry. Click here to view the original post on IAB.com.


Planning and executing a TV campaign used to be simple. Regardless of what inventory you bought, the mechanics were generally the same. Deals were guaranteed on a demo CPM and they would be measured and reported by Nielsen. Creative trafficking was usually pain-free. Time-shifting disrupted things a bit, but Commercial ratings and VOD helped buyers cope with the diminishing supply of live rating points.

But now, as a confluence of factors have brought upon us Advanced TV, we are faced with a TV industry that’s more complex than ever. Addressable TV has been around for a number of years now, but with the advent of OTT devices and new streaming services popping up all the time, we as an industry are starting to view this opportunity in a new light—as part of a bigger push to eliminate wasted impressions, garner insights into TV campaigns, and finally tie exposures to outcomes for true attribution. Fueled by data, this new landscape goes beyond the age/sex demographic and into targetability and granularity in a very digital-like manner.

However, despite the obvious benefits there is still confusion in the marketplace as to how each are transacted, measured, and trafficked differently. The goal of this reference guide is to bring clarity to this space so that when there are conversations between the buy and sell side (and everyone in between) everyone is starting with the same basic level of understanding.

We have attempted to collect “just the facts” and organized this chart so that it starts with Traditional Linear TV and becomes increasingly ‘advanced’ along the way. The chart becomes more addressable, more data-infused, more on-demand, and more digital as you move from left to right. This guide will aid you in determining which avenues make the most sense for your brand. Grouped into five sections, you will gain an understanding into the transactional nature of each, the state of measurement, and even how the ads themselves are trafficked.

Given today’s rapid pace of change, we expect to be making updates to this document as the Advanced TV space continues to evolve. Please read this as an invitation to join the conversation with us.

Try Interactive Technology on Your Video

KERV Sizzle Reel