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Martyn Bentley Regional Vice President - Buyer Cloud Rubicon Group

How Can FMCG Brands Use Live Intent Data to Enhance Online Video Campaigns?

FMCG brands are increasingly using live intent data to enhance their marketing campaigns. Many FMCG marketers are creating emotion-invoking story and brand experiences through TV ads, making the development to video a natural one. The good news is that not only can online video and pre-roll ads go where linear TV spots cannot, namely across multiple devices – but they are also interactive. And if intent, rather than demographic data is used, the ad will target based on consumers’ shifting real-time intent signals, promising better targeting and a higher chance of reaching the consumer in the moment of highest impact.

Given the ability of live intent enhanced video advertising, it is unsurprising that an AOL study found that more than half of FMCG marketers expect to spend more on live intent videos in 2015. FMCG marketers are fast becoming aware that there is a dramatic increase in the number of people watching videos on their laptops and mobile devices and that they can’t afford to fall behind.

As with linear TV campaigns, live intent enhanced video aims to create a memorable brand experience. A recent Nicotinell campaign coordinated by the brand’s agency, Starcom Mediavest, is a good example of this sort. The campaign, which reached 2.6 million viewers, aimed to create brand differentiation and did so using a video story. The videos, entitled Robin, Action Figure and Moon, were shown sequentially. One element that set this campaign apart from a linear TV campaign was that when each video ended, viewers arrived at a campaign-landing page which collected data and provided further information about Nicotinell and how it might help smoking cessation.

While linear TV remains a very effective form of mass marketing, it isn’t always the most efficient tool and FMCG marketers increasingly realise that getting their videos in front of the right people at the right time is essential.

Martyn Bentley, Regional Vice President - Buyer Cloud, Rubicon Group

The tracking element of the Nicotinell campaign counted completed video views, in this case 68%, providing valuable information regarding the efficacy of each video. 

While linear TV remains a very effective form of mass marketing, it isn’t always the most efficient tool and FMCG marketers increasingly realise that getting their videos in front of the right people at the right time is essential. Programmatic video allows FMCG brands to target individual consumers according to their online behaviour, looking at sites they visit and products they are seeking. 

During the Nicotinell campaign, Chango collated intent, browsing and universal live profile data which provided insight into the online behaviours of likely smokers. This was then used to inform a mixture of demographic and live intent tactics to target viewers and ensure the highest engagement rates amongst likely smokers. 

The demographic insights gleaned included the fact that the viewers most interested in the product were more likely to go to bars, nightclubs and dances than those less interested. These viewers were also more inclined to buy alcohol and show an interest in European football. Additionally, the high prevalence of engaged respondents with children suggested they were at a life-stage in which smoking cessation was necessary. This information helped targeting and can be used to develop future campaigns. 

The campaign involved finding viewers by utilising video inventory outside of YouTube. This was due to the fact Nicotinell already had a partnership with YouTube. The campaign achieved remarkable results, given the tough brief. The result was that 68% of respondents viewed 100% of the campaign videos and Chango delivered more completed video views for the brand than any other vendor involved.

The benefits of using live intent data to enhance an FMCG video campaign are made clear by Chango's Nicotinell results.  And with continued improvements in the technology and increased data and inventory being made available, the marriage of FMCG brands and programmatic intent marketing looks set to be a long and happy one.