Definitive Personalized Video Buyers Guide

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THE DEFINITIVE PERSONALIZED VIDEO BUYERS GUIDE
How do you make the best choice? This guide has
everything you need.
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WHY DOES PERSONALIZED VIDEO MATTER?
Digital marketers and innovators, this is your
new reality. Brands are facing a customer base
with a significantly shorter attention span and
an expectation for immediate, responsive interacti
on. Unfortunately, most websites and digital
marketing initiatives cannot satisfy these
consumer expectations on their own. Enter
personalized video Personalized video is defined
as the ability to create a unique video
experience for each and every customer or
prospect. You can add personalized video to any
touchpoint in the customer journey to make your
brand communications more effective. A
personalized experience tells customers how your
product or service will work in their specific
case, using information you already have and/or
information that you acquire through interaction
with them. This can be a powerful tool in your
companys marketing arsenal. Personalized videos
done right should enhance your existing
marketing program, better engage your audience,
add personal relevance, and above
all, make it easier for customers to understand
your offers. Engaged customers are more likely
to read your emails, to purchase your products
and services, and exhibit stronger brand loyalty.
Personalized videos can boost your marketing
performance and increase revenues. Can
personalized videos work for your company? In a
word Yes and heres how. Video Marketing Not
just a nice-to-have The statistics prove it
people love videos. Witness the success of
YouTube, which averages more than one billion
hours of video viewed daily1 almost five
billion videos viewed by an average of 30
million visitors2. Thats every single day. Just
on YouTube. The video market as a whole will only
continue to grow. Technology company Cisco
estimates that between 2016 and 2021, global
internet video traffic will grow four-fold, and
by 2021, online videos will account for 82 of
all consumer internet traffic.3

• Thats a lot of videos.
• Video consumption isnt just exploding on
  YouTube. Other online platforms are seeing
  similarly impressive video stats 82 of Twitter
  users watch video content4 well over eight
  billion videos are viewed on Facebook each day
  and Snapchat users watch over 10 billion videos
  daily.5
• The value of video is particularly important when
  we consider its impact to marketing ROI
• If there is a video on a website landing page,
  conversions can increase by 80
• If a consumer watches a video, they are 64-84
  more likely
• to purchase
• If a video is included in an email,
  click-through rate can increase 200-300

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Differentiate with Personalization Personalized
marketing is hardly a new concept, but its
results have been impressive. When marketing
tools (emails, websites, web applications and
mobile apps) get the personal touch, it makes an
impact. The secret of its success is grounded in
human nature. No one wants to feel like theyre
just a number. A tailored, personal marketing
approach stands out to customers, differentiates
the message from a veritable sea of sameness. In
fact, according to HubSpot, consumers report
frustration with websites that dont include
personalization.7 With IndiVideo, we see strong
engagement throughout the customer journey. 70
of IndiVideo viewers watch beyond the first 60
seconds, signifying the engaging nature of
interactive personalized video. We also see more
than 30 of IndiVideo viewers click through on a
call-to-action resulting in conversion
performance that is 40 higher than digital
marketing initiatives without personalized
videos.
1 https//www.brandwatch.com/blog/39-youtube-stats
/ 2 https//merchdope.com/youtube-stats/ 3
https//www.cisco.com/c/en/us/solutions/collateral
/service-provider/visual-networking-index-vni/comp
lete-white-paper-c11-481360.html_Toc484813971 4
https//www.forbes.com/sites/jiawertz/2018/08/31/p
ersonalized-video-content-can-be-the-marketing-bre
akthrough-brands-need/5032e41e2e6f 5
https//blog.bufferapp.com/social-media-video-mark
eting-statistics 6 https//blog.hubspot.com/market
ing/video-marketing-statisticssm.0013h3qkh127sf7y
zeq1w2jiv7ry8 7 https//blog.hubspot.com/agency/pe
rsonalization-video-marketing
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RAISING THE STAKES WITH PERSONALIZED VIDEO
MAKING THE BEST CHOICE
When you select a personalized video vendor,
solution or platform, youre choosing a partner
to help you tell your story. To help you engage
your customers. To help you foster client
relationships and build brand loyalty. Its a
tall order. And its not something you want to
trust to just anyone. Weve put together some of
the things you need to think about before you
choose a vendor or technology solution. Telling
your brands unique story Think about the journey
you want your customers to take, and the video
that will best motivate their progress. It could
be a product demonstration, a sales intro, an
explainer video, or a customer service
experience. When selecting a personalized video
provider, does the vendor or solution allow
enough flexibility to capture your brand story?
How much control over the creative are you able
to exert? How much customization does it allow
for? Does your chosen vendor have a solution
that you can quickly integrate into your
marketing program? You may not even need to
create a new video.

• Repurposing existing content is a great strategy
  to help lower your costs. It could be that you
  have an existing video to which you simply want
  to add a layer of personalization. Does your
  prospective technology allow for that?
• You shouldnt have to reinvent the wheel
• You likely already have a digital marketing
  program in place, using demographic and client
  data to run your existing campaigns and
  initiatives.
• So, when youre looking to add personalized
  videos, you shouldnt have to start from scratch.
  Ask your prospective vendor/platform how well
  they are able to fit into your existing program
  rather than you fitting into theirs
• How well can the vendor integrate with your
  existing digital initiatives?
• Can they add personalized video to your existing
  online tools or calculators? How about your
  ongoing email campaigns or existing chatbots?
• Can the technology provider create personalized
  online ads?

Video has become such an essential tool for
marketing. Rather than just helping you make one
single video, your vendor should be able to help
you incorporate video into every part of your
marketing program. How steep is the learning
curve? Youre a subject matter expert in your own
field or industry, but its unlikely that youre
a seasoned video producer. That is why youre
looking to partner with a personalized video
vendor in the first place. To be successful right
from the first video view, its best to choose a
vendor that knows your industry and can help
you build a great campaign. What kinds of support
does your prospective vendor provide? And do
they provide support at each stage of the
process from production to deployment and
analysis? Will they know what to do with your
data, or have suggestions on what other data you
might want to collect? What if you want to make a
change to your video, or alter it for a
different client segment? What level of
customization do they offer?
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Lets talk money Because no one ever has an
unlimited budget to work with, pricing is always
a consideration. Make sure you understand not
only how much the video costs to create,
including technical integration and license
fees, but how much it costs to deploy. Pricing
will vary depending on the length and complexity
of your video, how many customers you send it
to, and for how long the videos are viewed.
There may also be tiered pricing models you
should be aware of and fully understand. Ideally,
you want your vendor to provide a quote for
different scenarios, from production to
deployment, to show how scalable the technology
is. What is the cost for you to send
personalized video statements to every customer
each month? Do costs keep rising as your
customer base grows, or can you scale up usage
without incurring additional fees?
Paying per minute of video rendered
Paying to license the video solution
You pay fees based on every minute the video is
viewed by each recipient. Pricing if often
tiered based on usage. You may find you need to
enter new tiers during the videos lifetime.
You pay one license fee to create and deploy the
video, with unlimited viewing / usage.
How it works
this model involves risk. Video costs could
increase unexpectedly and outstrip the videos
ROI. If your video gets great traffic, will
sales increase enough to offset rising costs?
this model works best if you need to maintain a
forecasted cost structure and align price with
performance. This pricing method remains stable
as your campaign builds success.
Keep in mind
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GET THE DATA RIGHT

• When making a video, many get bogged down in its
  creative. Its important certainly, but for
  personalized video, most of the magic is driven
  by technology and data.
• You can never be too security conscious
• Personalization may include personalized
  customer information housed in your customer
  records or CRM. In an era of data breaches and
  personally identifiable information (PII) laws,
• no doubt you go to great lengths to safeguard
  your clients information. Depending on your
  industry (healthcare or finance, for example),
  there may be significant sensitivity around
  parts, or all, of your customers personal data.
  If your vendor is handling PII, make sure all
  processing happens behind your company firewall
  for the best security.
• However, just as often, personalization comes
  from real-time interaction (with a calculator,
  product selector, chatbot or interactive
  questions). Customer information is being used
  to personalize the video, but the information is
  not generally identifiable with an individual. In
  this case, no personal data is recorded. This
  can be an attractive alternative to
  personalizing a video from actual customer data.

However, in cases where it is to your advantage
to use personalized customer data, does the
vendor require you to share your customer data
with them? Can they install their software within
your IT environment to avoid any sharing of
personalized customer information? How does your
prospective vendor handle client data and
personal information? What companies are on
their existing client roster are they
reputable, of varying size, and from within your
industry? Does the technology platform youre
evaluating have options to deliver personalized
video without having to record or process
PII/client data? Is it a cloud-based solution? If
you dont know the vendors data security and
risk management procedures, be sure to
ask. Interactivity personalization
plus! Personalized video based on what you
already know about your customer is great. It
makes your content more relevant, and the client
experience more memorable. But adding an
interactive component is even more compelling.
This approach allows you to learn more about
each customer through every interaction, and
creates real-time personalization based on what

• has been learned. As your customer moves through
  your interactive video, they can respond to
  questions or make choices based on their
  preferences and personal situation. Real-time
  personalization takes each of those responses
  and continues to tailor their experience. It
  makes the conversation more intimate, more
  relevant, even more memorable.
• Interactivity allows you to gather aggregate
  data incrementally as visitors engage with the
  personalized video experience, further
• deepening your customer knowledge. Moreover, you
  can acquire more accurate information from your
  customers in this environment because they often
  feel that interacting with the video
• is a data exchange on their own terms, for their
  own benefit. In other words, if the video
  tailors their experience, outcome, product or
• recommendation specifically for them, its worth
  it to them to provide more truthful information
  about themselves.
• Does the vendor or technology you are evaluating
  offer interactivity and real-time
  personalization?

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ANALYTICS
HOW DOES YOUR VIDEO MEASURE UP?
Assessment and insights Personalized videos are
exceptional tools for helping you strengthen
customer relationships and loyalty to your
brand. But personalized videos can also be an
important source of customer data. Does the
technology youre considering offer advanced
analytics? Can it show you how different age
groups, genders, income levels and geographic
regions interact with, and advance through, the
customer journey? After deploying a personalized
video, you should be better positioned to
understand and further segment your client base
(or prospects). Your personalized videos should
allow for more detailed analysis of your
customer interactions to help you to make
informed choices about your brand, products and
marketing. However, your ability to obtain more
detailed analytics may be tied to the extent of
the platforms interactive capabilities.
Track and measure Its an important marketing
basic, but so often can fall by the wayside when
companies are trying something new. You need a
vendor or platform that can help you measure the
efficacy of your personalized video, and provide
analytical support to refine future pieces. Can
you demonstrate success? Its important to have
clear, measurable goals with respect to a
personalized video. Are your measures based on
actual conversions and sales, or are they softer
metrics, such as how frequently the video was
viewed? What kind of reporting does the vendor
or platform allow? Personalized videos can be
extremely powerful but have to be done right to
earn a positive return on investment. When
youre evaluating a vendor or technology, find
out if the provider has proven success in your
industry. Does their idea of success match yours?
Lacking or limited interactivity means it will be
harder for you to identify and track demographic
information of those who watch your video. Make
sure the vendor or platform offers the analytics
you need. Tech scalability Theres nothing worse
than clicking on a video and having it lag or
pause through playback. Most viewers will
quickly give up and move on, regardless of how
beautiful and creative a video may be. So,
whatever technology you choose has to be of high
quality, and perform well on demand. Videos can
experience sudden and often unexpected
spikes in the number of views. Your technology
has to be robust enough to play videos in real
time, whether two people are watching it, or
200,000. Will your vendor or platform be up to
the challenge? Will you be charged if the
viewership suddenly spikes?
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CHOOSE YOUR TECH WISELY
Theres a lot to consider Though personalized
video will definitely make an impression on your
customers you need to make sure its a
positive impression. Choose your vendor or
technology platform wisely. Your solution needs
to be flexible, and able to fit your business
needs, to effortlessly tell your brand
story. IndiVideo is one such versatile solution,
making personalized videos for companies both
big and small, and creating successful campaigns
that bring businesses closer to their
customers. If youve still got questions about
personalized video, and need some help trying to
navigate this new territory, we can help you
find the answers. Talk to us today
at https//bluerush.com/en/about/contact-us/
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Customer expectations have transformed how
brands create digital engagement. Meet the
challenge with IndiVideo by BlueRush.
Interactive
Personalized
Create a memorable experience, simplify complex
products and ensure immediate relevancy using
BlueRushs Interactive Personalized Video
Platform, IndiVideo. The platforms data-driven
video ensures a seamless customer journey from
initial attraction to retention. Increase
conversions and decrease funnel abandonment at
every stage of your customers journey with
IndiVideo. IndiVideos proprietary technology is
built to scale cost-effectively and can be
deployed behind your firewall with no compromise
to data security.
IndiVideo Boosts Conversions for a Top 50 Global
Banks Mortgage Affordability Calculator
30 40 70

MORE THAN
MORE THAN
MORE THAN
engaged beyond first minute of the IndiVideo
lift in clicks to pre-qualify using IndiVideo
of viewers clicked to pre-qualify for a mortgage
CONTACT US FOR YOUR SOLUTION 416-203-0618 info_at_blu
erush.com
bluerush.com
THE DEFINITIVE PERSONALIZED VIDEO BUYERS
GUIDE .com 9
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TORONTO 75 Sherbourne St Suite 112 Toronto, ON
M5A 2P9 [phone] MONTREAL 1751 Rue
Richardson Suite 3116 Montreal, QC H3K 1G6 (514)
935-3144
BLUERUSH.COM
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WORKSHEET Questions to Ask Your Personalized
Video Vendor
1. TELLING YOUR BRAND STORY
a. Does the technology allow enough flexibility
to capture your brand story?
b. How much control over the creative are you
able to exert?
c. Can you customize the technology to satisfy
your use case?
d. Can you quickly integrate the solution into
your marketing strategy?
e. Does your prospective technology allow you to
layer personalization onto existing video content?
2. YOU SHOULDNT HAVE TO REINVENT THE WHEEL
a. How well can the vendor integrate with your
existing digital infrastructure?
b. Can the technology provider add personalized
video to any of the following
i. Online ads Yes No iv. Existing chatbots Yes No
ii. Online tools or calculators Yes No v. Any other digital mediums important to your business Yes No
iii. Ongoing email campaigns Yes No
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3. HOW STEEP IS THE LEARNING CURVE?
a. What kinds of support does your prospective
vendor provide?
b. Where does your vendor provide support?
i. Creative Yes No iii. Deployment Yes No
ii. Production Yes No iv. Analysis Yes No
c. Does the vendor have suggestions on what data
you might want to collect?
d. Can you make changes to your video, or alter
it for a different client segment?
4. LETS TALK MONEY
a. Which fee structure works better for your
business?
How it works
Keep in mind
Paying per minute of video rendered You pay fees based on every minute the video is viewed by each recipient. Pricing if often tiered based on usage. You may find you need to enter new tiers during the videos lifetime. this model involves risk. Video costs could increase unexpectedly and outstrip the videos ROI. If your video gets great traffic, will sales increase enough to offset rising costs?
Paying to license the video solution You pay one license fee to create and deploy the video, with unlimited viewing / usage. if you need to maintain a forecasted cost structure and align price with performance, this model remains stable which your campaign builds success.
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5. YOU CAN NEVER BE TOO SECURITY CAUTIOUS
a. How does your prospective vendor handle client
data and personal information?
b. Can your vendor install their software within
your IT environment to avoid any sharing of
personalized customer information?
c. What companies are on your vendors existing
client roster are they reputable, of varying
size, and from within your industry?
d. Does the platform youre evaluating have
options to deliver personalized video without
having to record or process PII/client data?
e. Is it a cloud-based solution?
6. INTERACTIVITY PERSONALIZATION PLUS!
a. Does the vendor or technology you are
evaluating offer in-video interactivity?
b. Do they facilitate real-time personalization?
7. CAN YOU DEMONSTRATE SUCCESS?
a. How will your vendor help you measure success
of the campaign?
b. What kind of reporting does the vendor or
platform allow?
c. Does their idea of video success match yours?
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8. ASSESSMENT AND INSIGHTS
a. Does the technology youre considering offer
advanced analytics?
b. Can the technology show you how different age
groups, genders, income levels and geographic
regions interact with, and advance through, the
customer journey?
9. TECH SCALABILITY
a. Is the technology of high quality, and will it
perform well on demand?
b. Will the video maintain performance if
viewership suddenly spikes?
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