Want loyal users on your websites and apps? Say hello to personalized video recommendations.
A new report from Cxense entitled “Personalize Your Videos Like a Pro” provides strategies for website and app personalization that can give your viewers a better experience, drive registration, purchase and subscription conversion rates, and increase engagement levels. Cxense, a leader in personalization and customer data management, works with some of the world’s leading media, e-commerce and consumer brands. The report outlines how businesses using Cxense’s advanced real-time analytics, data management (DMP), and personalization technology find they gain more engaged users, increased revenue and higher sales conversions.
Although Facebook and YouTube dominate the world of online video viewing, video presents great opportunities for media companies and brand marketers across all industries and geographies, to engage with their audiences and market their products and services. Newspaper and magazine publishers have used video content on their websites with great success, challenging the established broadcasters on their home turf. Brands can promote their products, build valuable communities of loyal users and provide valuable customer service with video. Now, the hunt is on to find the best way to grab hold of users’ attention and drive more video consumption. The key is to present a range of options of what to watch next that is tailored to the viewer and the context and intent of the user in question. Video creators must weave this magic of personalization into the equation, understanding why and how users are watching video, to keep them watching.
According to the report, video creators must:
- Build rich 1st-party user data profiles – this should include user implicit and explicit interests, derived from videos users have watched before, habits of usage across different devices, timings of user visits and the behaviors of similar visitors; this can be augmented with 2nd and 3rd-party data to create a complete view of the user and their relationship with the video provider.
- Match this data with the most appropriate video content – before achieving this, a digital fingerprint must be created of all the videos the publisher possesses, specifically detailing the content and editorial angle of each one.
The challenge with online video is that it is opaque. Understanding what a video is about is difficult without watching through it to create the description and correct tags. Online video is a black box of content, rarely titled or described very accurately. There’s only so much a title can tell you after all, and a lot of people revert to using clickbait headers as a result. To create an effective personalization strategy for video, publishers and brands need to use technology that automatically creates tags and transcripts. Technology like this can also crack open videos, transcribe their audio, and create relevant metadata for them – drastically improving their searchability in no time at all. Tags and transcripts not only allow viewers to see what each video is about, but they also give personalization engines the ability to recommend the most appropriate video to the right viewer at the right time. Online users and customers expect a digital experience tailored to their interests – that means content, advertising and marketing offers should all be personalized. This can only be accomplished with a real-time, big data approach. Data is the key.
The report outlines a five-step process for delivering a personalized video experience that includes: 1) Mapping out clear goals; 2) Collecting audience data; 3) Understanding the relationship between user and content; and Testing and refining; and 5) Building the right team to implement the video personalization strategy.
Watch this webinar to hear how easy it is to give your viewers a better experience, drive conversion rates and increase engagement levels.