Definitive Personalized Video Buyers Guide

1. THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE How do you make the best choice? This guide has everything you need.

2. 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 interaction. 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. 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. That’s a lot of videos. Video consumption isn’t 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 Can personalized videos work for your company? In a word: Yes – and here’s 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. 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 That’s every single day. Just on YouTube. 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 company’s marketing arsenal. Personalized videos done right should enhance your existing marketing program, better engage your audience, add personal relevance, and above 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 • If a video is included in an email, click-through rate can increase 200-300% THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 2 .com

3. 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 they’re 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 don’t 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/complete-white-paper-c11-481360.html#_Toc484813971 4 https://www.forbes.com/sites/jiawertz/2018/08/31/personalized-video-content-can-be-the-marketing-breakthrough-brands-need/#5032e41e2e6f 5 https://blog.bufferapp.com/social-media-video-marketing-statistics 6 https://blog.hubspot.com/marketing/video-marketing-statistics#sm.0013h3qkh127sf7yzeq1w2jiv7ry8 7 https://blog.hubspot.com/agency/personalization-video-marketing THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 3 .com

4. RAISING THE STAKES WITH PERSONALIZED VIDEO: MAKING THE BEST CHOICE When you select a personalized video vendor, solution or platform, you’re 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. It’s a tall order. And it’s not something you want to trust to just anyone. We’ve put together some of the things you need to think about before you choose a vendor or technology solution. Telling your brand’s 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. 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? 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. You shouldn’t 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. How steep is the learning curve? You’re a subject matter expert in your own field or industry, but it’s unlikely that you’re a seasoned video producer. That is why you’re looking to partner with a personalized video vendor in the first place. To be successful right from the first video view, it’s best to choose a vendor that knows your industry and can help you build a great campaign. So, when you’re looking to add personalized videos, you shouldn’t 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: 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? 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? 1. How well can the vendor integrate with your existing digital initiatives? 2. Can they add personalized video to your existing online tools or calculators? How about your ongoing email campaigns or existing chatbots? 3. Can the technology provider create personalized online ads? You may not even need to create a new video. THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 4 .com

5. Let’s 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. Paying per minute of video rendered Paying to license the video solution How it works 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 video’s lifetime. You pay one license fee to create and deploy the video, with unlimited viewing / usage. 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? Keep in mind… …this model involves risk. Video costs could increase unexpectedly and outstrip the video’s 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. THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 5 .com

6. GET THE DATA RIGHT When making a video, many get bogged down in its creative. It’s 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, 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? 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. 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 you’re evaluating have options to deliver personalized video without having to record or process PII/client data? Is it a cloud-based solution? If you don’t know the vendor’s data security and risk management procedures, be sure to ask. 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, it’s worth it to them to provide more truthful information about themselves. 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 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. Does the vendor or technology you are evaluating offer interactivity and real-time personalization? THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 6 .com

7. ANALYTICS: HOW DOES YOUR VIDEO MEASURE UP? Track and measure: It’s 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? It’s 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? 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 you’re 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). 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 There’s 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. 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 platform’s interactive capabilities. Personalized videos can be extremely powerful but have to be done right to earn a positive return on investment. When you’re evaluating a vendor or technology, find out if the provider has proven success in your industry. Does their idea of success match yours? Will your vendor or platform be up to the challenge? Will you be charged if the viewership suddenly spikes? THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 7 .com

8. CHOOSE YOUR TECH WISELY There’s a lot to consider Though personalized video will definitely make an impression on your customers – you need to make sure it’s 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 you’ve 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/ THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 8 .com

9. Customer expectations have transformed how brands create digital engagement. Meet the challenge with IndiVideo by BlueRush. Personalized Interactive Create a memorable experience, simplify complex products and ensure immediate relevancy using BlueRush’s Interactive Personalized Video Platform, IndiVideo. IndiVideo Boosts Conversions for a Top 50 Global Bank’s Mortgage Affordability Calculator 40% of viewers clicked to pre-qualify for a mortgage The platform’s 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. 30% 70% MORE THAN MORE THAN MORE THAN IndiVideo’s proprietary technology is built to scale cost-effectively and can be deployed behind your firewall with no compromise to data security. lift in clicks to pre-qualify using IndiVideo engaged beyond first minute of the IndiVideo CONTACT US FOR YOUR SOLUTION 416-203-0618 info@bluerush.com bluerush.com THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 9 .com

10. TORONTO 75 Sherbourne St Suite 112 Toronto, ON M5A 2P9 (416) 203-0618 MONTREAL 1751 Rue Richardson Suite 3116 Montreal, QC H3K 1G6 (514) 935-3144 BLUERUSH.COM

11. 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 SHOULDN’T 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 iv. Existing chatbots Yes No Yes No ii. Online tools or calculators v. Any other digital mediums important to your business Yes No Yes No iii. Ongoing email campaigns Yes No THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 11 .com

12. 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 iii. Deployment Yes No Yes No ii. Production iv. Analysis Yes No 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. LET’S 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 video’s lifetime. …this model involves risk. Video costs could increase unexpectedly and outstrip the video’s 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. THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 12 .com

13. 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 vendor’s existing client roster – are they reputable, of varying size, and from within your industry? d. Does the platform you’re 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? THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 13 .com

14. 8. ASSESSMENT AND INSIGHTS a. Does the technology you’re 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? THE DEFINITIVE PERSONALIZED VIDEO BUYER’S GUIDE 14 .com