A Video has high production and post-production costs. Producing millions of multiple versions for video-retargeting would make every advertiser cry.

So we had to find a technological solution to produce and deliver retargeting-video-ads by finding:

1. A video-technology which is able to produce multiple versions out of one existing commercial and to personalise these versions based on retargeting-data by placing dynamic content in real-time and without a time gap

2. A video-ad server which is able to use our retargeting-profiling-data and is able to deliver dynamic-video content.

After having several meetings with our media, production and technical team we found our perfect set-up to solve this problem with a team of external partners.

The fundamental technology is a dynamic video editing solution which allows us to customise and stream videos in real-time. This technology is a cloud-based service to deliver personalised and targeted video-ad formats. But it was never before used for dynamic retargeting.

Additionally, we involved a video-adserving partner who was our hub for all information. This partner was able to program a VAST compatible redirect-tag which could handle the retargeting profiles and to deliver the video-ad with dynamic information.

In this hub the video-ads and the retargeting data was matched and distributed to the media partners. The output was a personalised, dynamic, real-time video-ad and probably the world’s first video-retargeting campaign.

The video-retargeting ads were running additionally to the regular video-ad during the spring/summer campaign. So we had the possibility to compare both campaign results: personalised vs. non-personalised video-ads.

As expected the personalised video-ads had better results considering our main objective: sales!

The retargeting video-ads had a 150% better click-through-rate and a 1350% better conversion-rate compared to the regular video-ads. (both campaigns were tracked with the same ad-server)

These results matched perfectly to what we learned from display ads: personalised communication is more efficient for getting users interacting with ads and driving users to purchase.