Personalized Videos With Youtubes Director Mix

Personalization works!

“74% of users are frustrated by irrelevant content.” (Janrain & Harris Interactive)

“Segmented online experiences generate 3x more sales.” (qubit)

These numbers show: The key to success lies inPersonalization of advertising materials. 

What about banners withDynamic Creative Optimization (DCO)has been available for a long time, is now also available forvideos.

What exactly is the YouTube Director Mix?

This new tool for creative storytelling is a so-called “Creative Multiplier” that helps us generate efficient, personalized video ads.

The Director Mix allows you to create many different versions of a generic video and vary the individual elements so that each user sees the version that exactly matches their search query and interests.

To put together the right video for the right audience and context, the following elements can be varied:

• text
• Picture
• clay
• video

Once these components have been uploaded, the algorithm decides, based on various targeting parameters, which version will be played out to whom and when.

What makes the tool so innovative?

With the Youtube Director Mix you can reach the right people at the right time with the right message and with very little effort: Once the videos and the various variable elements are in the tool, they are automatically combined and played out.

Even though the tool is still in the alpha phase, some companies have already achieved significant success with it.

Video personalization strategies

So far so good, but what exactly can the tool do and what strategies can you pursue with it?

First, it is important that you have yourTarget groupExactlyestablish: Who do you want to reach, what are their interests and what videos do they watch on YouTube?

Director Mix then offers almost unlimited possibilities to adapt your advertising material to these segmentations. This starts with such fundamental things asLanguage. Depending onLocationthe user will show them a different translation of the advertising message. But whereabouts is just one of many possible variables – tooUser attributescan be used. So you can specifically target gamers, outdoor fans, travel enthusiasts, fashionistas, … and so on. Or reach users before or afterKey momentsof their life, for example marriage or university graduation.

Features

The basis is a video or, for even more freedom, a set of several short videos. Additionally, you can choose differentText insertsas well asFontsand  differentLanguagesuse.Image inserts, logosorAnimationsas well asSoundtracksandVoice overare interchangeable. The possibilities that arise from this are truly enormous.

Case Study Kellogg’s Special K.

The product:Breakfast bars.

The challenge:To gain the attention of their target group (women between 25 and 44) ​​in an already very competitive market, namely snacks and breakfast products.

The solution:With Director Mix, 30s and 15s videos were created as well as 30+ video bumper ads with individualized text layers. Personalization was based on interests and search terms. So everyone received a personal message corresponding to their favorite sport: football, fitness, yoga, runners, tennis,… and many more.

The success:The short formats increased awareness, while the longer formats increased engagement and recognition. In numbers: +21% ad recall and +17% more consideration for purchase.