Ziaja
MPV™ · Module Personalized Video
One campaign — several stories for different audiences
MPV™ is Module Personalized Video for online video advertising (OLV). For each audience segment we change the hero, the situation and the trigger — the moment that makes the product relevant — not just the caption.
How story-level personalization differs from swapping a caption
- Swapping a caption changes only the text or overlay
- The hero, the situation and the storyline stay the same
- The viewer essentially sees the same video
- One video = one segment
One product, different situations
Choose an audience and see how the hero, trigger, product and ending change.
- 01 Hero
- 02 Trigger
- 03 Product
- 04 After
- 01 Hero
- 02 Trigger
- 03 Product
- 04 After — Changed in this variant
- 01 Hero — Changed in this variant
- 02 Trigger — Changed in this variant
- 03 Product — Changed in this variant
- 04 After — Changed in this variant
Demo illustration of the MPV approach — not a client campaign.
What makes our approach MPV
One product — different life scenarios. What changes:
- Hero and context
- Trigger and problem statement
- Path to the solution
How an MPV video is assembled
Hero and situation
Who the viewer recognises themselves in, and where the story happens.
Context / trigger
The moment and the problem that make the product relevant right now.
Product
The path to the solution: the product in action, within the brand's visual identity.
State after
How the hero's day changes after the product.
Example of segment logic
6 segments × 2 variations = 12 videos + universal videos
01New audience / early followersA — we create 4 modulesB — we change 1 module
02Rational consumersA — we create 4 modulesB — we change 1 module
03Users with a negative competitor experienceA — we create 4 modulesB — we change 1 module
04Young audienceA — we create 4 modulesB — we change 1 module
05Male audienceA — we create 4 modulesB — we change 1 module
06Active lifestyleA — we create 4 modulesB — we change 1 module
+Universal videos for comparison
Material for testing, control of creative fatigue and room for optimisation.
MPV works best as a cycle of tests, not a one-off
MPV = production + media logic + optimisation. Who does what is set out below.
- Production
- Launch
- Data collection
- Analysis
- Finding winning hooks
- Scaling
- A new cycle of tests
Who does what
We split the cycle into areas so that expectations are clear from the start of the pilot.
- Creative concept and scenariosWe do it
- Assembling the versionsWe do it
- Preparing materials for the platformsWe do it
- Placement: media buying and campaign launchOn the client side
- Analytics and conclusionsTogether with the partner
- OptimisationTogether with the partner
Results depend on the budget, traffic and data available. The split is confirmed at the start of the pilot.
First signals: a guideline of 5–10 days
With enough traffic, the first signals usually appear within 5–10 days. This is a guideline for the initial data collection, not a guaranteed time to results. CTR, VTR, engagement and, where applicable, CPA/CPL are examples of metrics; the KPI list is agreed at the start of the pilot.
We answer four key questions
- Who reacts faster?
- To which context?
- Through which trigger?
- How fast does the creative burn out?
This turns creative from a hypothesis into a manageable tool.
For the brand · For agencies and DSPs
For the brand
- Depth of contact
- A modern format of communication
- Material for future campaigns
- A foundation for a brandformance strategy
For agencies and DSPs
- More signals for the algorithm
- Controlled segment logic
- Scaling manually or algorithmically
- Transparency of decisions
Brand safety and control
MPV does not mean a chaos of variations. Personalisation happens within the brand framework.
- Unified brand architecture
- Visual identity control
- Managed modularity
- Transparent segment logic
MPV in our work
MPV questions
How is MPV different from standard video personalization?
Standard personalization changes only the caption or overlay, so the viewer sees the same video. In MPV the scenario changes: the hero and situation, the context and trigger, the path to the product.
What is a module?
An MPV video is assembled from four modules: hero and situation, context or trigger, product, and state after. For a variation we can change just one module.
How many videos does a test need?
A typical logic is 6 segments × 2 variations = 12 videos plus universal videos for performance comparison. We agree the structure with you for your media plan.
How long until the first signals, and which metrics matter?
As a guideline, 5–10 days of initial data collection, provided there is enough traffic — it is not a guaranteed time to results. CTR, VTR, engagement and, where applicable, CPA/CPL are examples of metrics; the KPI list is agreed at the start of the pilot.
Who is MPV for — brands or agencies?
Both. Brands get depth of contact and material for future campaigns; agencies and DSPs get more signals for the algorithm, controlled segment logic and transparent decisions. MPV works best together with direct programmatic.
How much does MPV cost?
We calculate the cost for your segments and media plan. You can start with a pilot and move toward a scalable model.
The cost is calculated for your segments and media plan.
Let's discuss a pilot
We will align the segments, approve the module architecture and launch a pilot — then scale the scenarios that work.
