From Insight to Activation: Nexxen’s Formula for Personalization in a Privacy-Conscious World
By: Alex Puzzolo, Senior Manager, Product Marketing and Solutions
As traditional data methods continue to face scrutiny, advertisers need fresh ways to understand and engage with audiences while still respecting privacy. In this changing environment, using every ounce of available data wisely is critical.
To meet privacy challenges and shifting consumer desires for personalized experiences, solutions must be privacy-conscious and compliant (of course), but still offer great value. Consumers want ads that speak to them and their needs without feeling invasive or creepy, which we can achieve through creative content optimization as well as precise audience targeting.
At Nexxen, our journey begins with a crucial first step: creative insights. We firmly believe that understanding how content resonates with audiences is key to driving meaningful engagement. By testing video ads with actual end-consumers, we’re able to capture how content performs across brand, engagement and action metrics (like click through rate, action rate and video completion rate for diverse audiences. This data, gathered from comprehensive surveys and real-time facial coding, helps us pinpoint the most engaged subset of viewers, who we refer to as the Creative Engaged Audience.
To gain value from these audience insights, though, we move onto the second step: enhancing media assets and targeting. This involves aligning with end-consumer preferences and applying those insights to drive meaningful optimizations. Leveraging Creative Engaged Audience data, Nexxen can refine creative content and enhance audience understanding, thus crafting highly personalized, targeted experiences. This phase emphasizes precision—using data to customize creative assets and perfect targeting strategies, ensuring content reaches the right audience with maximum relevance.
The third step—activation—is what truly sets us apart from the pack. By building custom audience segments, we’re able to specifically target those Creative Engaged Audiences with the most relevant message or brand content at exactly the right moment. This seamless ability to close the loop—transforming insights into actionable results— ensures that we deliver the right message to the right audience, setting our approach apart in the market.
In the final step, Nexxen takes a comprehensive, data-driven approach, delivering personalization by analyzing user behavior and feedback in real time. By combining AI-powered facial tracking with targeted survey responses, we understand audience preferences through creative insights. This knowledge allows us to create tailored, premium ad experiences programmatically, much like using high-quality coffee beans in a premium espresso machine. Our advance data refines audience targeting to create actionable Creative Engaged Audience segments, ensuring relevance.
This knowledge allows us to create tailored, premium ad experiences programmatically, much like using high-quality coffee beans in a premium espresso machine.
This knowledge allows us to create tailored, premium ad experiences programmatically, much like using high-quality coffee beans in a premium espresso machine.
In today’s fast-changing advertising environment, blending data, insights and strategies while consistently refining creative processes is essential. Our holistic approach enables advertisers to navigate complexities and foster meaningful, lasting connections with consumers through data-driven, adaptable and compliant strategies. By harnessing insights from Creative Engaged Audiences to optimize and activate campaigns, we empower brands to stay ahead of the curve and achieve sustained growth in a dynamic, ever-changing market.
Read Next
