For big CPG brands such as Conagra who have sought one size fits all campaigns in order to reach a bigger audience, creating personalized ads has not been a priority. But that notion is a about to change.
“We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, because there’s a retailer in between,” said Beth-Ann Eason, president of video ad server Innovid, one of Conagra’s partners.
Digital video allows these brands to “capture more intent and interest data throughout the media activation, while building a direct profile of the end consumer,” she said.
In spite of all the benefits that Conagra stands to gain, creating a personalized ad with precision targeting all comes at a huge price.
“While it sounds great to have customized creative, it’s hard to have so many video creatives and not have your non-working costs go through the roof,” said Christy Kazlo, director of marketing technology for Conagra Brands.
While it made more sense to make personalised campaigns for big purchases like electronics or cars, making the same ads for everyday household items – like Conagra’s Pam cooking spray, in this instance didn’t take the leap until now.
Conagra Brands, working with its agencies Spark Foundry and DDB, is using Innovid and a data management platform, the Salesforce DMP, to personalize video creative across screens for its Pam cooking spray with the aim of seeing whether personalized ads drive user engagement across different consumer segments.
“We acknowledged that consumers buy products for different reasons,” Kazlo said. “We knew that some consumers use Pam to cut calories and fat as a replacement for butter while others buy Pam for the nonstick element to make sure their food looks as beautiful as it tastes.”
Conagra identified different consumer segments and tailored their ads to target those segments such as consumers, who are fitness or health conscious vs those who do a lot of home cooking and entertainment. When they run the different personalized ads they saw 32% higher lift in video completion rates with an additional 22 seconds viewed based on 15-second video ads.