AdTheorent aimed to deliver a personalized message with their ads based on the user’s location. With Celtra, they were able to dynamically serve the relevant message using our built-in signals, which resulted in a 98% video completion rate.
Challenge: Serving the most relevant message to the right audience
For their client Farm Bureau Health Plans, AdTheorent had to create a CTV campaign that would deliver a personalized message and QR code leading to the relevant landing page based on the city in which the user was located. The relevant content had to be dynamically served to each individual user.
Solution: Impression-level detection of location & audience signals for personalization
AdTheorent turned to Celtra Creative Enablement and Celtra Creative Services team to create the campaign. The team assembled the individual raw assets, such as video footage, the company logo, copy and QR codes, to build a decisioning mechanism, which would automatically render all the necessary video ad variants and dynamically serve them into a single VAST tag. Each user was then shown the most relevant content based on their location and the audience signal detected from their CTV device.
Results: Personalized ads lead to 98% video completion rate
Using Celtra’s technology made it possible for AdTheorent and Farm Bureau Health Plans to personalize the information included in the ads instead of using a single generic creative, resulting in individual users receiving pertinent, relevant information, as well as achieving high video completion rate and dozens of QR code scans.
Want to see how Celtra’s Creative Enablement solution can help your business? Reach out to our team and see our cloud-based platform in action.