Configuring Content Using Message by Audience

Overview

The content in your video can be personalized according to the audience watching the video. This content includes on-screen text, voice-over, media assets, and buttons. This personalization, known as Message by Audience, is implemented using data that is passed to SundaySky for each viewer.

Here are examples for how Message by Audience can be used:

• The text displayed in a scene is customized according to the credit card that the viewer holds. In this case, the viewer's card type (gold, silver, or platinum) determines the message that is displayed.
  
  
• The image displayed in a scene is based on the viewer's geographic location. In this case, the location (United States, Europe, EMEA) determines the image that is displayed.
  
  
• The behavior of a button is based on whether the viewer has already signed up to the platform or is a potential customer. In this case, the sign-up status (yes or no) determines the text on the button and the URL to which the viewer is directed.

If this is the first time that you are implementing Message by Audience, we recommend that you familiarize yourself with the personalization workflow by reading Video Personalization—How It Works.

In this article you will find step-by-step instructions for configuring each type of content according to this type of personalization:

• Text: Message by Audience
• Voice-over: Message by Audience
• Media: Message by Audience
• Button: Message by Audience

Understanding Data Fields and Values

Before you can implement Message by Audience, you need to make sure that the data library that you are using includes the data field and respective values that you need. This can be an existing data library that you just need to select or a new data library that you're creating from scratch.

The data field is the entity by which you want to segment your audience, for example: card type or age group. The values represent different segments of this entity. Below are several examples:

Following is an example of how the data field and its values appear in the data library:

Text: Message by Audience

1.	Make sure that the data library that you are using includes the data field and values that you need for configuring the text. If not, update the data library before continuing. ▶ In the example below, Customer Loyalty Program is one of the data fields in the data library. It has two values: Family and Individual. Each value is a type of customer loyalty program.
2.	Select the relevant text placeholder.
3.	On the toolbar, click the Edit text icon.
4.	Toggle the switch to Message by audience.
5.	Click the down arrow to open the Set message by drop-down list and then select the data field by which you want to segment your viewers. ▶ In the example below, viewers are segmented according to the customer loyalty program to which they belong.
6.	To define the first variation, click the down arrow and select the relevant value. ▶ In the example below, Family is a type of customer loyalty program to which a viewer can belong.
7.	Type the message that you want this audience to see.
8.	(Optional) Format the text as bold or italic. ▶ You can select all of the text or just specific characters.
9.	Click + Variation to define a message for another audience.
10.	Repeat steps 6-8 to select the value and enter the message.
11.	(Optional) Add more variations, as required.
12.	Type the fallback text. This is the text that is displayed when a viewer does not belong to any of the audiences in the variations that you have defined. ▶ In the example below: Rewards for everyday purchases will be displayed in the scene when the viewer does not belong to either the Family or Individual audience.
13.	Click anywhere outside the configuration dialog window to close the window.
	An icon is added to the text placeholder and to the scene thumbnail in the line-up to indicate that audience messaging has been added.

Text: Additional Guidelines

1.	You can create a variation using more than one value (audience). In such a case, the message you type will display if the viewer belongs to any of the audiences that have been selected. In the example below, Get 20 rewards points! is displayed if the viewer belongs to the Family audience or to the Individual audience.
2.	You can define an audience to not see any message at all. To do this, select the relevant value and then leave the message field empty.
3.	If relevant, a personalization token can be added to the message. ▶ In the example below, the message displayed to the Individual audience will begin with the viewer's first name. ▶ In order for this message to be displayed, the viewer must belong to the specified audience and have data for the required token. If these two conditions do not exist, the fallback message is displayed.
4.	To delete a variation, click the X in the relevant variation section.

Voice-over: Message by Audience

1.	Make sure that the data library that you are using includes the data field and values that you need for configuring the voice-over. If not, update the data library before continuing. ▶ In the example below, Employee Position is one of the data fields in the data library. It has two values: UX Designer and Social Media Manager.
2.	Select the relevant voice-over placeholder, located beneath the scene.
3.	On the toolbar, click the Edit Voice-over icon.
4.	Toggle the switch to Message by audience.
5.	Click the down arrow to open the Set message by drop-down list and then select the data field by which you want to segment your viewers. ▶ In the example below, viewers are segmented according to their position.
6.	To define the first variation, click the down arrow and select the relevant value. The value represents the audience that will hear the voice-over defined in the variation. ▶ In the example below, UX Designer represents all the viewers that hold this position.
7.	Type the voice-over script that you want this audience to hear.
8.	Click + Variation to add a voice-over for another audience.
9.	Repeat steps 6-7 to select the value and enter the voice-over script.
10.	(Optional) Add more variations, as required.
11.	Type the fallback voice-over script. This is the voice-over that viewers hear when they do not belong to any of the audiences in the variations that you have defined. ▶ In the example below: Welcome to your first day! We're so excited... is narrated in the scene when the viewer is not a UX designer or a social media manager.
12.	Click anywhere outside the configuration dialog window to close the window.
	An icon is added to the voice-over placeholder and to the scene thumbnail in the line-up to indicate that audience messaging has been added.

Voice-over: Additional Guidelines

1.	You can create a variation using more than one value (audience). In such a case, the voice-over you script will be played if the viewer belongs to any of the audiences that have been selected. In the example below, the voice-over script will play if the viewer is a UX designer or social media manager.
2.	You can define an audience to not hear any voice-over. To do this, select the relevant value and then leave the message field empty.
3.	To delete a variation, click the X in the relevant variation section.

Media: Message by Audience

1.	Make sure that the data library that you are using includes the data field and values that you need for configuring the media. If not, update the data library before continuing. ▶ In the example below, Plan Name is one of the data fields in the data library. It has two values: Select Care and Essentials. These are names of health plans.
2.	Select the relevant media placeholder.
3.	On the toolbar, click the Edit media icon.
4.	Toggle the switch to Message by audience.
5.	Click the down arrow to open the Set message by drop-down list and then select the data field by which you want to segment your viewers. ▶ In the example below, viewers are segmented according to the name of their health plan.
6.	To define the first variation, click the down arrow and select the relevant value. ▶ In the example below, Select Care represents all viewers that have a family health plan.
7.	Add the media asset that you want to display for the audience that you selected in the previous step. ▶ Click browse to upload a media asset from your computer or drag and drop a media asset from the media library.
	Click to see how to drag and drop a media asset
	The thumbnail of the media asset is added. In the example below, the image of the family is displayed to all viewers who hold a Select Care plan.
8.	Click + Variation to define a media asset for another audience.
9.	Repeat steps 6-7 to select the audience and add the media asset. ▶ In the example below, a different media asset is displayed for viewers that have an Essentials health plan (targeted to young couples).
10.	(Optional) Add more variations, as required.
11.	Using drag and drop, add the media asset that you want to display when the viewer does not belong to any of the audiences that you defined in the previous steps. ▶ This asset is referred to as the fallback media asset.
12.	Click anywhere outside the configuration dialog window to close the Media dialog window.
	In the scene, the fallback media asset is displayed in the placeholder. An icon is added to the media placeholder and to the scene thumbnail in the line-up to indicate that audience messaging has been added.

Media: Additional Guidelines

1.	You can create a variation using more than one audience. In such a case, the selected media asset will be displayed if the viewer belongs to any of the audiences included in the variation. In the example below, the same media asset will be displayed for either Select Care or Essentials planholders.
2.	To delete a variation, click the X in the relevant variation section.

Button: Message by Audience

1.	Make sure that the data library that you are using includes the data field and values that you need for configuring the button. If not, update the data library before continuing. ▶ In the example below, Age Group is one of the data fields in the data library. It has three values: Boomer, Gen-Z, and Gen-Y.
2.	Select the relevant button.
3.	On the toolbar, click the Edit icon.
4.	Toggle the switch to Button by audience.
5.	Click the down arrow to open the Set message by drop-down list and then select the data field by which you want to segment your viewers. ▶ In the example below, viewers are segmented according to their age.
6.	Click the down arrow to open the Audience drop-down list and then select the audience that will see this button. ▶ In the example below, Boomer represents viewers who are 57-75 years old (Baby Boomers).
7.	In the Button text field, enter the text that you want to display on the button for this audience.
8.	(Optional) Format the text as bold or italic. ▶ You can select all of the text or just specific characters.
9.	In the Destination URL field, type the URL that viewers in this audience will be directed to when they click the button. ▶ Either http:// or https:// must be included in the URL for the link to be valid. ▶ To initiate an email after viewers click the button, type mailto:{Recipient address} For example: mailto:susan.adams@example.com ▶ To initiate a phone call after viewers click the button, type tel:{phone number in digits only, without spaces} For example: tel:123456789
10.	(Optional) Define how this button is referred to in the dashboard widgets. Select Same as button text if you want the button name in the dashboard to be the same as the button text in the scene. This is the default option. Select Custom if you want to give the button a different name in the dashboard.
11.	Click + Variation to define a button for another audience.
12.	Repeat steps 6-10 to configure the additional variation.
13.	(Optional) Add more variations, as required.
14.	Define the fallback button that will be displayed when the the viewer does not belong to any of the audiences that you defined. In the example below: A button displaying Unbeatable loans made easy! (linking to https://skybank.com/alloffers) will be included in the scene when the viewer does not belong to either the Boomer or Gen-Z audience.
15.	Click anywhere outside the configuration dialog window to close the window.
	An icon is added to the button placeholder and to the scene thumbnail in the line-up to indicate that audience messaging has been added.

Button: Additional Guidelines

1.	The button you configure can be used for more than one audience. In such a case, the button text and URL will apply if the viewer belongs to any of the audiences that have been selected. In the example below, the button text and URL will be active for viewers that belong to either the Gen-Z or Gen-Y audience.
2.	If relevant, a personalization token can be added to the button text. ▶ In the example below, the button text displayed to the Boomer audience begins with the viewer's first name. ▶ In order for this button text to be displayed, the viewer must belong to the specified audience and have data for the required token. If these two conditions do not exist, the fallback button is displayed.
3.	The URL can be personalized using a personalization token. ▶ In the example below, the data field {Customer ID} represents a subsection in the Skybank website, dedicated to a specific customer. A viewer in the Boomer segment clicking this link will be directed to a personalized loan offer. If data is not available for the specified data field, the fallback button is displayed.
4.	You can define an audience to not see a button at all. To do this, select the relevant value and then leave the Button text field empty.
5.	When Configuring a Button with Audience Messaging: If the same button text is used for reporting for more than one variation, the metrics of all the buttons will be aggregated into one entity in the dashboard. In the example below: as both variations have the same button text that will be used for reporting, the button metrics will be aggregated into one entity.
6.	To delete a variation, click the X in the relevant variation section.