Looking back to only a decade ago, how we consume and share online video has drastically changed. From the early days of marketing with video, marketers have evolved from the one-to-many approach and now deliver real-time, personalized videos that contain a message unique and relevant to each recipient. As YouTube celebrates its 10-year anniversary and SundaySky its eighth, we look back at the last decade to see how personalized online video has evolved.

1. THE
EVOLUTION OF
PERSONALIZED
VIDEO
From YouTube to Video Ads to SmartVideo

2. “Video is the MOST
INTERESTING and
ENGAGING way
to share an idea
with others.”
CHAD HURLEY
Co-founder of YouTube

3. We’ve come a long way
since the start of YouTube,
which arguably was the
MOST INFLUENTIAL STEP
in bringing the power of
video to the average
Internet user.

4. Not only has
online video
quality drastically
improved, but
video has gotten
SMARTER, too.

5. Companies started marketing with
video in its early days to engage
and captivate consumers in a way
static messages couldn’t.
Now marketers can forget
the one-to-many approach
of online video and deliver
a real-time, personalized
SmartVideo that contains
a message UNIQUE
AND RELEVANT to
each recipient.

6. As YouTube celebrates its
10-year anniversary
and SundaySky its EIGHTH,
we look back at the last
decade to see how online
video has evolved.

7. 2005
2006
2007
2008

8. YouTube was founded on
By the end
of that year,
8 MILLION
VIDEOS were
viewed on the
site EACH DAY.
February 14, 2005
U
PLOADED ON
APRIL 23, 20
0
5
FIRST
VIDEO
2005

9. YouTube changed the way
people thought about and
interacted with online video.
It also marked the START of
the first generation of online
video marketing strategies.
2005

10. “What excites me the most
about the Internet is
that there are no filters
between me, the creator,
and the audience that
sees it. In the history
of moving images, that’s
NEVER EXISTED BEFORE.”
CASEY NEISTAT
Filmmaker
2005

11. 2005
2006
2007
2008

12. YouTube launched its participatory
video ads, where users could
RATE, SHARE, COMMENT OR
EMBED VIDEOS.
It also launched brand channels, the
first of which was Warner Bros. Records.
“Advertisers now have a
highly targeted opportunity
for aligning their brands
alongside the entertainment
experience people are
enjoying on YouTube.”
CHAD
HURLEY
Co-founder
of YouTube
2006

13. At this point
YouTube was getting
views per day.
, ,01 0 0 0 0 0 0 0
2006

14. More venture capital money
started flowing to online video:
In 2006, U.S. online
video start-ups raised
$267 MILLION.
By 2007, that funding
had skyrocketed to
$461 MILLION.
2006

15. 2005
2006
2007
2008

16. Netflix launched its streaming
service, one of the first steps in
pushing consumers to digital
streaming over DVD rentals, and
further pushing to Blockbuster’s
ultimate demise in 2010.
2007

17. This was also the year
was founded to develop a
platform that AUTOMATICALLY
GENERATED REAL-TIME,
PERSONALIZED VIDEOS.
2007

18. 2006
2007
2008
2009

19. By 2008, the popularity of
online video content had
grown a tremendous amount.
MORE THAN HALF of the U.S.
population
watched
some form
of online
video.
2008

20. YouTube focused on its
advertising capabilities
and launched
PROMOTED VIDEOS and
PRE-ROLL ADS.
2008

21. 2007
2008
2009
2010

22. Online video matures
beyond amateur user-
generated content:
Professionally produced,
hosted or syndicated online
media and entertainment
video views rose by
18% TO 49.1 BILLION.
2009

23. E-commerce brands like Zappos and
Overstock started to AUTOMATE
VIDEO PRODUCTION, which
allowed them to produce videos
for their product catalogues as
soon as new products were
introduced and feature the
videos in prominent
locations on their websites.
2009

24. SundaySky generated the
FIRST SMARTVIDEO, a
personalized video for
Overseas Adventure
Travel that
helped lift the
company’s
bookings.
G
ENERATED FOR
OVERSE
A
S
ADVENTURE
TRAVEL
FIRST
SMARTVIDEO
2009

25. Apple unveiled the iPhone
3GS, the first smartphone
with native video.
Google released the Droid,
also with video capabilities,
later that year.
MOBILE TAKES OFF
2009

26. 2008
2009
2010
2 0 1 1

27. E-commerce websites began
to see the benefits of using
online video on-site and
in marketing campaigns.
By 2010, 73% of
online retailers
used video on
product pages.
2010

28. The average American watched 186
ONLINE VIDEOS every month.
On YouTube alone, viewers watched
2 BILLION VIDEOS per day and
uploaded 35 HOURS of their own
videos to the platform every minute.
On Facebook, users uploaded more
than 20 MILLION VIDEOS to share
with friends each month and watched
an average of more than 66 MILLION
videos a day.
2010

29. Old Spice launched
a social campaign
featuring “Old Spice
Guy” Isaiah Mustafa
in which he films
personalized videos
for Twitter users.
Viewers LOVE the
personalization and
the videos go viral,
but it’s obviously not
a scalable approach
to personalized
video creation.
2010

30. With the level of
consumer adoption
of online video, more
marketers began to
take their video
marketing strategies
MULTI-CHANNEL.
Videos started popping
up not only throughout
corporate websites,
but also in newsletters,
affiliate marketing, emails
and on social media sites.
@
2010

31. “As YouTube has evolved, so too
has the role of video. This
storytelling medium has
progressed from one-to-the-
world, to one-to-many, to now,
one-to-one, making video stories
HIGHLY PERSONALIZED,
ENTERTAINING and EFFECTIVE.”
JIM DICSO
President and Chief Revenue
Officer at SundaySky
2010

32. 2009
2010
2 0 1 1
2012

33. Viewers watched 75% more
videos online in December
2010 than they did in the same
month in 2008.
By February 2011, more than
82% of the U.S. Internet
audience had viewed a video
online.
2011

34. SMARTVIDEOS
and the launch of key customer
programs in the telecommunications
and e-commerce industries.
, ,1 0 0 0 0 0 0 0
celebrated the creation
of
2011

35. The first SmartVideo program in the telco
space delivered personalized video bills to
help AT&T customers better understand
their bills and reduce calls to the contact
center.
“The impact for our company is fewer
calls into customer care, shorter calls
of those that come in, and enormous
satisfaction of the customers.”
JOHN DONOVAN
Senior Executive Vice President, Technology
and Network Operations at AT&T
2011

36. In the e-commerce space, the first SmartVideo
advertising program helped Office Depot use
personalized pre-roll ads to effectively bring
site abandoners back to OfficeDepot.com.
“The coolest thing about SmartVideos
are their dynamic nature. With retargeted
SmartVideo ads, our customers are
returning to the Office Depot site at a
very impressive rate. The ROI percentages
are higher than any of our display or
marketing campaigns combined.”
NICOLE FRALEY
Former Director, E-commerce Initiatives
at Office Depot
2011

37. 2010
2 0 1 1
2012
2013

38. Online video
continues to
entrance Internet
users. 180
MILLION users
viewed billions
of online video
and watched an
average of 21.9
HOURS of online
video content.
Mobile
video traffic
exceeded
50%
for the first
time.
2012

39. 52% of the total U.S. population
were reached by video ads on
an average of 64 TIMES in the
month.
Internet users watched more
than 10 BILLION online video ads.
2012

40. 2 0 1 1
2012
2013
2014

41. 188.2 MILLION Americans watched
more than 52 BILLION online content
videos in December.
The number of video ad views reached
more than 35.2BILLION and accounted
for 40.2% of all videos viewed.
100 MILLION of those total video
views were SmartVideo views.
, ,01 0 0 0 0 0 0 0
2013

42. In addition to programs with top telco and retail
players, SundaySky enters the insurance industry.
Insurers like Liberty Mutual adopt SmartVideo to
support new customer onboarding.
“By nature, insurance is a low engagement
product. You have limited opportunities
throughout the customer journey to reach
out and engage with your customers.
The focus has to be on providing great
experiences throughout the initial
welcome and entire lifecycle.”
BRIAN PICCOLO
Manager, Digital Strategic Services at
Liberty Mutual
2013

43. 2 0 1 1
2012
2013
2014

44. 196.5 million Americans
watched online content videos
in August 2014.
YouTube and Facebook
continued to be the TOP SITES
where users watched video.
2014

45. For the first time, online ad
revenue surpassed that of TV.
U.S. Internet users viewed 26.9
BILLION video ads in January,
a massive 195.6% INCREASE
over the same period in 2013.
2014

46. “Look at the confluence of
people naturally aggregating
so that they can be consistently
relevant, as well as video
being an opportunity to make
more money. That union
and monetization is driving
everything we’re seeing right
now in the video ad market.”
MARK FLAHARTY
EVP of Advertising at SundaySky
2014

47. SmartVideoviewssurpassed300
MILLION –addingmorethan100
millionviewsin10months.
Forresterreports49%ofallonline
adultsgloballyarenow“always
addressable,”meaningmarketers
haveahardertimereaching
consumerswithadifferentiated,
engagingmessage.
2014

48. So, SundaySky launched the SmartVideo
Lifecycle Marketing Platform at the 2014
SmartVideo Summit to empower marketers
to tell engaging and effective stories with
personalized video throughout the customer
lifecycle.
2014

49. There was a SURGE IN PERSONALIZED
VIDEO CREATION for consumers as more
companies seek ways to leverage their user
data and engage users on an individual level:
Facebook, Instagram and Google created
personalized “look-back” videos and the
NFL announced NFL Now, a personalized
video service for football fans.
2014

50. 2 0 1 1
2012
2013
2014
2015

51. WHAT’S
NEXT?

52. Online video growth will
continue. Forrester
predicts 90% of the online
population will regularly
watch online video by 2017.
Mobile will be a driving
factor here – Cisco
forecasts mobile video will
represent 69% of mobile
traffic by 2018.
2015

53. More companies will learn how
and when to use the massive
amounts of data they’ve
collected to deliver personalized
experiences to their customers.
Consumers will come to
expect to be addressed on
a personal, individual level,
and companies that don’t
adapt at every customer
interaction will suffer.
2015

54. “Moving forward data will have a larger
influence on content creation. For example,
Netflix’s House of Cards was the first show
created according to big data analysis. Netflix
analyzed its database of viewers and tailored
the script, casting decisions and arc of the
stories based on what worked previously. The
two worlds of data and creative will mesh even
more as brands become more informed on
data in terms of viewer interaction.”
GUY ATZMON
Vice President of Creative at SundaySky
2015

55. If you had a chance
to speak to every
prospect and
customer about
your brand on
a personal level,
why wouldn’t
you take it?
2015

56. 229 West 36th St. Floor 2, New York, NY 10018
www.sundaysky.com | T 212.929.8111
SundaySky’s personalized video marketing platform,
SmartVideo Cloud, enables brands to deliver scalable
one-to-one video experiences that foster long-term
customer relationships. The SmartVideo Cloud empowers
marketers to easily create, manage and optimize real-time
personalized video programs throughout the customer
lifecycle. AT&T, Comcast, Allstate and other industry-leading
brands partner with SundaySky to engage prospective and
current customers, resulting in higher revenue, lower costs
and deeper loyalty. SundaySky is headquartered in New
York with offices in Tel Aviv, London and Tokyo.
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Sources:
comScore | AccuStream | Pingdom | Cisco | IAB | Mashable