Personalized video and the future of marketing

By the time you’ve finished reading this sentence, 30 hours of videos will have been uploaded to YouTube. It sounds like a lot (well, it is a lot) but people can’t get enough video content. As of February, YouTube users were watching nearly 1 billion hours of videos per day. At the same time, personalization helps marketers get better results. Putting the two together—should marketers focus on personalized video?

CMOs say yes. In 2013, Hanley-Wood Business Media found that 78% of CMOs believed “custom content is the future.” Nearly five years later, technology creates an opportunity for marketers to bring that personalization to video content.

A one-size-fits-all commercial wastes our time,” says Eric Frankel, CEO of AdGreetz. “People prefer commercials that talk to them about the products they’re interested in. So we take a commercial and create a million different versions.”

The case for personalized video

The amount of video, particularly mobile video, content has exploded over the last few years. Cisco even estimates that video will account for 82% of all Internet traffic by 2021. And with demand, there is supply. Marketers are increasingly prioritizing video; 52% of them name video as the content with the best ROI, according to Syndacast.

Tim Dingersen