October 27, 2011, 11:00 AM

Making videos personal

E-retailers can present customized online videos based on a consumer’s shopping habits.

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Online marketing efforts have long incorporated a consumer’s previous site visits and other data to display personalized messages. Now SundaySky Ltd. wants to personalize the videos a consumer sees when he visits a web site.

Online video producer SundaySky is working with video services vendor StudioNow to make it easier for retailers to customize online videos based on a shopper’s interests. The offering personalizes its online videos by using pre-built video templates that are triggered based on data about the consumer’s viewing habits, such as his geographical location and browsing history. An ad would present products and deals appropriate to the consumer’s browsing behavior on the site. For example, a personalized video might highlight winter clothing accessories to consumers shopping for winter coats.

“When videos are properly produced, they captivate users,” says Jim Dicso, SundaySky president and chief revenue officer. “Instead of requiring the user to navigate, scroll and click to access information, online video is a one-stop shop for information.”

That engagement is bolstering sales for an undisclosed online retailer that SundaySky is working with, says Dicso. Targeted video messages have generated 30% higher conversion rates compared to non-personalized messages, he says.

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