The SmartVideo Blog

This post is the first part of a monthly blog series where we’ll highlight the diverse staff of SundaySky. A different employee will be featured every month.

Customer attrition, or churn, affects companies in every industry. Financial Services, Insurance, Telecommunications, Cable and Multiple-System Operators (MSOs) report churn as a primary business metric due to its impact on their businesses. When looking at monthly customer acquisition results, these companies report net adds, which is gross adds minus churned customers. 

A guest blog by Joe Leader, Ph.D. (ABD), Vice President of Preference Management Practice from PossibleNOW.

Just a few short years ago, online video was simply a form of brand awareness and expression – a promotional video or TV commercial repurposed for the Web. Today, it has evolved into a medium specifically intended for the interactive Web user experience.

Did you see the recent USA Today article by Michael Wolff (@MichaelWolffNYC) entitled, “Media World Seeks Mobile Plan”? If not, let me recap it for you… 

 “We are the champions, my friends
And we'll keep on fighting, till the end”

I’d love to tell you our customers sing Queen to us in support of SmartVideo. (Maybe they do?!) Regardless, our customers not only support and root for SmartVideo programs within their organizations, they help educate their colleagues and cross-functional departments on how SmartVideo can be deployed across their brand through their customer’s lifecycle – from customer conversion and acquisition through customer care, support and retention.

Retargeted advertising is not a new concept of performance advertising. And when you add online video, you meet the intersection of performance and brand advertising. Retargeted video advertising bridges these two ad disciplines and delivers the best of both worlds, proving to ‘outperform’ brand advertising and ‘outbrand’ performance advertising.

Similar to television advertising, the most effective lengths for online video ads are 15 and 30-second spots. Yet the advantage SmartVideo advertising has over TV is that pre-roll ads are targeted to customers based on their individual behavior, value or other personal relevance. But which video ad length is most successful at converting site abandoners in to your loyal customers?

eMarketer predicts this holiday season's online retail sales will account for nearly 25% of the year's revenue. Though ecommerce marketers have been preparing for the holidays since July, consumers generally begin shopping in November, so there is still time to enhance your holiday marketing initiatives with online video. 

Last week I introduced SundaySky's video generator and explained some of its performance characteristics. Today I'll discuss how SmartVideo is driven by data, and the ways in which it adapts to data variation.