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1、Social personalization:Why its a must for all brands2 Social personalization guide 2023 MediaoceanWhy personalization?Because consumers expect relevancy.With the latest innovations in social personalization,your marketing teams can rest assured that a concept previously considered impossible(or quit

2、e complicated at best)is now simple and fully automated.No matter the content,consumers are becoming conditioned across all devices to expect unique moments specifically tailored to their tastes,especially when it comes to the ads theyre seeing on their favorite social platforms.(Think of switching

3、on Netflix after a long day to be greeted by a curated lineup of shows and movies just for you.)Consumers want and now expect a personalized and connected approach from their favorite brands.For this reason,social has skyrocketed to the top of the media plan priority list.Its vital that brands get s

4、ocial right and capture this opportunity.Some say attention spans are dwindling,but consumers have never been more engaged and have never expected more from the content they consume.Personalization has become imperative.3 Social personalization guide 2023 MediaoceanConsumers expect relevant experien

5、cesBrands must deliver consistently inside and outside walled gardensMeet Madeline 32 years old Working professional Passionate stylist“Make an unforgettable connection,unique to the moment”4 Social personalization guide 2023 MediaoceanSocial presonalization is the leading driver of important succes

6、s metrics.It contributes 47%of all sales lifts.And those creatives delivering advanced personalization tactics see an average of 20-to-1 returns.Yet for most brands,personalization is something of a pipe dream,and typically off the table.The goal of this guide is to help you reconsider,and spawn ide

7、as,because once correctly implemented,the performance of social personalization is truly mind-blowing.Social personalization is a necessity47%$20 ROI53%Of all sales lift contribution comes from creative content double,triple the impact of reach,brand,and even,targeting1The average return marketers s

8、ee when using advanced personalization tactics2Of digital experience professionals believe they lack the right technology to activate personalizationSocial personalization drives results367%Higher conversion rate with real-time dataImproved performance107%Improved ad favorabilityImproved brand effec

9、tiveness50%Increase in ROI with personalized creativeImproved business result10+Days saved in media downtime through social personalizationIncreased time in market1 Westwood One/Advertiser Perceptions,20212 Relevancy Group,20225 Social personalization guide 2023 MediaoceanActivating media on the mos

10、t basic level can be hard enough on its own.Then add in creative complexities and dynamic creative and the process gets even more challenging.Because social platforms do not share audience-level data outside their closed environments,social personalization leans heavily on creative production elemen

11、ts for support.And teams are often faced with a variety of workaround activation workflows.Activating on social is challengingNative platforms lack design flexibility and cannot create versions efficiently Limited creative capabilitiesDefault audience segments provided in native platforms are not ta

12、ilored for brandsInconsistent audience targeting strategyDynamic creative activation is time-consuming,error-prone and complex for setupManual personalized messagingMultiple social platforms result in disjointed,bulky campaign workflowsSiloed activation&optimizationCross-platform reporting is often

13、manual and delayed with inconsistent metricsInefficient reporting&analysis Creative pain points Time spent working with creative teams on versioning Gaining approvals for revisions/versions Creative assets in separate,multiple locations for final sign off Toggling between creative design tools,asset

14、 management,and publishing platforms is time-consuming and error-proneProduction perspectiveBrand perspective Lack of total unification between all the different digital touch points Because of time and resource constraints,creative is often recycled or reused leading to consumer fatigue6 Social per

15、sonalization guide 2023 MediaoceanVarious teams experience headaches around creative,whether its production,or the brands media team setting up the creative across multiple channels and social platforms.Sometimes vital creative minds spend time versioning creative and are bogged down by workflow and

16、 approval inefficiencies like assets in disparate locations.Siloed design and publishing tools lead to a lack of unification.While creative teams often feel pressure to push creative live as quickly as possible,media teams may be at odds and have tunnel-vision for publisher specs.The result is often

17、 creative and consumer fatigue.Reusable templates accelerate automation.The templates produce in-market updates by using available brand data,powering real time content refreshes and performance optimizations.Team efficiency improves dramatically.Consumers expect advertisers to know what they like,w

18、ho they are,what they need,and when they need it in their lives.But creating all these iterations,manual setups,and specific requirements across different social platforms can often deter brands from even thinking about going beyond the simple core audience segmentations.Automation is keyTech partne

19、rs and central creative frameworks drive workflow performanceDays saved on creative production workflowTime required to make creative revisionsTime needed to implement creative optimizations70%of consumers expect brands they interact with to know their needs and preferencesFoodieFamilyAdventureCoupl

20、es7 Social personalization guide 2023 MediaoceanConnecting the gapsA core infrastructure between cross-functional teams and technology platforms is imperative to seamlessly deliver on the promise of personalization.For brands to streamline workflows across teams and have all the necessary levers in

21、place to activate personalization,it all starts with content.Creative is the driver.Creative teams should be empowered to do what they do best:create.Its important to align creative and media development to drive the process.Collecting insights from data,sharing inspiration,defining platform specifi

22、cations,suggesting data feeds to consider,and defining success and measurement beforehand to drive development of creative:all are crucial.The media and brand teams who control the data and audience segmentation must collaborate with creative teams very early in the process it makes an enormous diff

23、erence.PersonalizationScaled creative productionPerformance optimizationCentralized campaign managementWorkflow automationAudience targetingIt starts with empowering the creativeWhat is the brand message?Who do we target?Where do we find them?What do we say?8 Social personalization guide 2023 Mediao

24、ceanDefine your core audience messageWho doesnt need a paper towel?Its a broad product and applies to some of the top purchase segments,like college students and parents.Once you know who to target and where to find them,the question becomes what to say to them.You can have the right person at the r

25、ight moment,but if you show them the wrong message,or a one-size-fits-all generic message,youve missed the opportunity.Thats where personalization comes in.It allows you to specifically message your core audiences in just the right way.College studentsParentsExpand to include personalized themes and

26、 conceptsHomeTime of dayKilling timeLive momentsHolidaysDay of weekIn carClient focusedStory tellingWeatherDesktopAt workLocationProduct sets9 Social personalization guide 2023 MediaoceanAds that tell a story Maximize momentsof exposure+Amplify creative performanceDays 0-7Days 7-14Personalization en

27、ables ads that tell a story,day or night,through sequential messaging and serving the right content within the window of exposure.10 Social personalization guide 2023 MediaoceanAds based on real-time trendsIncorporate data like trending topics.Update your creative automatically through templates con

28、nected to that data source.Capture the moment to leverage real time trends and convert a new customer.Hyper-relevant based on locationUse localized client data feeds to populate the actual true customer savings within the creative for the ultimate impact and personal connection.11 Social personaliza

29、tion guide 2023 MediaoceanStart by building your creative frameworkBegin with a creative framework that can flex and work across audiences and moments.Consider creative management platforms that allow for creative flexibility within the actual content piece,create a stronger impact in the full scree

30、n experience,and enable a robust pipeline of creative options to continually optimize and refresh the content.Primary textDisplay linkHeadlineDescriptionDefault ad componentsComposite image or videoCopy overlayAudienceProduct12 Social personalization guide 2023 MediaoceanAssemble a digital asset lib

31、rary Once you have that framework in place,you can build centralized brand asset toolkits to create an endless number of variations for easy distribution.Consider dynamic templates Dynamic templates not only maximize flexibility to create variations per audience,but they also serve to automate in-ma

32、rket updates based on available external data.Default ad componentsComposite image or video13 Social personalization guide 2023 MediaoceanAutomate content in real-time based on data and circumstanceThis creative template incorporates pricing and retailer feeds into the actual image components and th

33、e overall creative framework.Depending on the brands needs,data inputs on product availability can be pulled in hourly.The same template can be used to swap a different product in real time based on website trends or featured weekly promotions.Ensure workflows support all social platformsKeep in min

34、d,any framework youre considering should incorporate all the social platforms,pulling from that same central asset location to ensure streamlined and automated build and distribution workflow.Client data input/APICustom feed script updates content hourly,daily,weekly14 Social personalization guide 2

35、023 MediaoceanAdditional considerationsTheres a plethora of personalization use cases and no brand is exempt from needing to speak directly to the consumer.Any brand with multiple products,product sets,unique selling propositions,pricing information,and more will benefit from creating on-brand impac

36、tful creative.Brands with many locations and offers should consider scaling their message to that location plus time of day and location offer availability all while preserving branding within the actual creative.Personalization can also mean maximizing reach:serving an expanded variety of creative

37、thanks to more efficient creative production workflow.It will help avoid creative fatigue through content velocity and automated creative refreshes.15 Social personalization guide 2023 MediaoceanCreative tips by platformWill your message resonate without sound?Are you designing with each platform in

38、 mind?Remember that social is a quick-hit environment.Respect your consumers time and paint on the canvas each platform provides.Capture consumer attention with full screen vertical video ads in Facebook&Instagram Stories.Highlight key elements at the center frame.Add compelling CTAs to drive result

39、s.Brand early and often.Be clear and concise.Static and video work best together.Consider if video works with sound off experience.Stand out with video and take advantage of full screen ad formats like Max Width Video.Showcase products and content in a simple vertical or square image format.Consider

40、“How to guides”and rich instructional content.Vertical video is specifically designed for a quick swipe mobile experience.Showcase a Series of Products with shoppable ad formats.Crop for clear focal point.Promote your video in-feed or align your brand with premium content.Make it timely and employ t

41、ext and graphics to nail the CTA.Ads can support image,video,carousel,and moment ads.Ensure video is optimized for 9:16 vertical placement with captions.Make sure its short and sweet with immersive full-screen experience.TikTok is home to a vast array of subcultures,which means theres a place for al

42、l kinds creativity.16 Social personalization guide 2023 MediaoceanQuick summaryEmpower creative teams,form creative frameworks with a messaging matrix,centralize assets and workflows,save creative and media setup time with bulk production,and enable automation while tapping into every available data

43、 resource.Stay relevant,drive consumer adoption,and foster brand loyalty.Its easy:Get personal!Empowered creativeCreative framework that will flex with messagingCentralized asset managementOmni-platform bulk productionIn-market automation and optimizations1.2.3.4.5.About Flashtalking Flashtalking un

44、leashes the power of creative to make media work better.As the leading independent ad tech stack for relevance and activation across all digital marketing channels,our technology bridges the gap between creative and media.We provide automation to connect the silos between teams and deliver more effi

45、cient production,versioning,and distribution of creative.We enable personalization to ensure the most relevant and impactful brand message reaches the right consumer at the right moment.And we deploy intelligence for a deep understanding of what messages are connecting with different audiences and e

46、nvironments with granularity and transparency of data.Our solutions operate at scale across CTV,Video,Display,Social,Native,Audio,and Retail Media channels.And we integrate with existing technology stacks to optimize campaigns through DSPs,DAMs,ad servers,verification providers,measurement tools,and more.As part of Mediaocean,Flashtalking is tied into the ad industrys core system of record for planning,buying,and