Award-worthy results: The first campaign with dynamic and personalized video ads in the DACH region

The dynamic and data-driven video campaign for sports retailer SPORT 2000 achieves outstanding performance through personalized video ads. Data-driven marketing and digital strategy expert e-dialog implements the creation and management of a dynamically personalized video campaign on YouTube for the first time. It also provides an outlook on what is already possible for the planning of the next Christmas campaign. This data-driven campaign has now been awarded the Gold iab webAD.

Personalization in the awareness phase – now also in videos

By definition, the goal of advertising is to inspire users with emotional triggers for advertising messages. The personalization of advertising materials is demonstrably critical for performance. Marketers are faced with the dilemma that 82% of online traffic today is generated by video content. However, video is traditionally associated with high production costs and cannot be personalized. This is also why the use of video has focused primarily on the awareness phase. Until now, says e-dialog.

This situation is being revolutionized by a new addition to the Google Marketing Platform, which makes it possible to create personalized, dynamic, and data-driven video advertising. This allows for the same benefits as programmatic display ads. Personalized engagement with video ads is now an additional touchpoint in the customer journey.

Perfect for complex campaign setups

For long-standing client and partner SPORT 2000, e-dialog was one of the first agencies worldwide to implement a campaign that assembles personalized video ads from dynamic components such as text, video, images, and audio. The strategy is based on the dynamic combination of elements (e.g., image, text, geo-location) based on target groups (personas), interest-based Google Audiences, and product USPs. The feed-based assembly of video components enables setups with multiple target group segments and products.

Maximum freedom for creativity

A storyboard with a granular feed generates over 144 different video ads for this campaign, covering all variants of target groups, interests, and USPs for SPORT 2000 rent. Poorly performing ads are adjusted and optimized in real time through a simple update in the feed.

This campaign setup combines the effectiveness (relevant concept and creation) essential for programmatic display ads with efficiency (data-driven delivery and real-time optimization) for guaranteed better results in video campaigns.

e-dialog achieved previously unattainable performance in the classic awareness channel of video for SPORT 2000 rent. Compared to previous video campaigns, the CPM was reduced by 62% and the CTR was increased by a full 102%! Overall, it was the most profitable ski rental season for SPORT 2000 rent.

For SPORT 2000 rent, the use of the company’s own video content ensured exceptionally cost-effective and fast production. These insights are already being incorporated into the planning for the upcoming high-volume Christmas season at SPORT 2000 rent. In October 2023, this case was also awarded the Gold webAD Award by iab Austria in the category of Best Data-Driven Campaign. For e-dialog, this is the 4th webAD award in 4 years. The award for Best Data-Driven Campaign honors digital marketing strategies whose efficiency is heavily based on the use of data.

Details on this case & the video of the winning campaign can be found here.