Sep 19, 2017 | By WGSN Insider
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The world’s first chatbot operating within an ‘outstream’ video ad belongs to… Tommy Hilfiger. Perhaps that’s no surprise given the brand’s enthusiastic embracing of technology, but it really is a big deal.
The company has worked with ad tech firm Teads to create the ad for the TMY.GRL sub-brand with Hilfiger’s trailblazing chatbot now able to move beyond its original Facebook Messenger platform into other environments from a variety of publishers.
In case you didn’t know, outstream ads are auto-playing videos inserted into a traditional display ad space, most often between text paragraphs or between images. They have 100% viewability as they only play when they’re in view of the browser. While consumers may become more immune to them over time,. so far, they do seem to be viewed much more often by consumers than other types of video ads.
Interestingly, in the case of the Hilfiger ad, it all gets a bit more personal than usual video ads as the chatbot can react differently depending on the time of day. So if it’s early, it can say “good morning”, or to says “good evening” if it’s much later in the day.
The overall aim to to invite consumers in to explore pieces from the brand’s new collection and it does this by asking the viewer questions that will personalise the experience still further.
If the viewer is happy to engage, the questions help identify individual tastes and sizes and when it gets round to transferring potential customers to the tommy.com site, they will already find that the items they’ve been looking at will have been placed in their baskets.
Teads CEO Bertrand Quesada said: “Outstream video ads provide a superior user experience over other video advertising formats, and adding this extra level of personalisation makes them even more powerful. We expect this to be the first of many such campaigns as other brands discover the opportunities of chatbot integrations with their video ads.”
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