Lights, Camera, Engagement! The Role of Personalized Video as a Marketing Strategy in Capturing Consumer Attention

Document Type

Article

Publication Date

3-27-2025

Abstract

Personalized video marketing is increasingly leveraged as advertisers employ artificial intelligence and machine learning to tailor content to target audiences. Grounded in self-reference theory and the Elaboration Likelihood Model, this study examines the impact of video personalization on consumer engagement. Partnering with Vidyard, a video hosting platform, we analyzed historical video data to assess how personalized content influences persuasion pathways. Using a mixed-methods approach, we identified significant differences in engagement and elaboration between personalized and non-personalized videos. Findings indicate that personalized videos yield higher message downloads, rewatch likelihood, and click-through rates, aligning with central processing. Additionally, open-ended surveys from firms using personalized video identified three key benefits: increased engagement, heightened viewer attention, and competitive differentiation. The study concludes with a comparative analysis of results and discusses both theoretical and managerial implications.

Comments

Originally published in the Journal of Marketing Communications

Publication Title

Journal of Marketing Communications

DOI

https://doi.org/10.1080/13527266.2025.2478571

Link to Full Text

Share

COinS