Cox measures its digital marketing programs with an advanced attribution methodology, ensuring the proper marketing program receives credit for each conversion and online order. With this approach, Cox calculates an effective cost-per-revenue-order (eCPRO) figure. Leveraging the marketer’s SmartVideo solution for Cox’s paid video advertising program has led to two times better performance than the target cost goal. Since leveraging SmartVideo as part of Cox’s paid digital advertising campaigns, the eCPRO has shrunk to four times lower than the target goal.

One year after launching its data-driven, personalized advertising program with SmartVideo, Cox’s audience reach and impressions increased 250 percent. Monthly conversions have tripled and cost per order has been reduced by 45 percent. The program also provides Cox strong opportunity for additional conversion as more data is gathered on each customer.

Cox is refining the video ad content consumers view based on their browsing behavior and historical data, ensuring the most relevant video story in order to compel customer conversion. Data influences and fuels every component of the video’s content and creative look and feel, from dynamic narration to interactive call-to-action buttons. Cox personalizes video ad content and messaging with product unique selling propositions (USPs) that are most relevant to the individual viewer. Dynamic narration is based on last offer viewed at Cox.com and the length of the video ad (15 or 30 seconds), and even background music is selected based on the consumer’s current YouTube search. Creative look and feel, animation and brand assets used within the video are selected for every individual viewer, driven by the data captured by the customer’s on-site and off-site behavior.

For instance, a sports fanatic watching NBA highlights on YouTube would receive a 30-second video ad highlighting Cox’s sports package, accompanied by narration to “never miss a game” and video visuals of sports footage while promoting Cox’s DVR product. Or, an existing Cox customer searching for a viral Jimmy Fallon sketch, who is also a gear-head looking to upgrade his Internet speed, could receive a 15-second video ad spot featuring Cox’s Internet Essential service, complemented with the narration, “Love comedy? Keep the laughs coming and surf, stream and share with the fastest in-home Wi-Fi.”

Consumers at every step of the sales funnel have different buying triggers. In order to appeal to each person on his individual sales journey, Cox uses data-driven personalized videos that are based on information unique to each customer and collected in real time to select the calls-to-action most likely to compel a conversion based on the consumer’s profile.