UK Video advertising company Videology has landed a deal with Alfa Romeo via media agency Maxus to kick start a partnership with technology company Eyeview which allows advertisers to deliver personalised online video ads.
The duo’s first campaign was for Alfa Romeo through WPP’s Maxus media agency and used real-time data feeds to customise creative based on local weather conditions, location, current deals and prices, demographics and other user information. The enhanced video ads allowed Alfa Romeo to combine its national brand campaign with tailored ads for specific consumers to help drive traffic to local dealers.
The summer campaign recorded a 49 per cent lift in overall brand awareness and a 21 per cent improvement in click-through against Videology’s benchmark for automotive video ads. Videology and Eyeview are currently working with Maxus on further campaigns for Alfa Romeo and other clients.
“We are always looking for new ways to improve performance for our clients and make their media investments work harder,” says Maxus broadcast account director Ruth Cartwright. “Videology was able to bring us a solution that met our client’s objectives and further demonstrated the unique capabilities that online video brings to the media mix.”