Change has been a constant throughout the history of advertising. Discovered papyrus documents tell us that the ancient Egyptians were using posters and other wall coverings for advertisement purposes long before any of us were born, and certain Indian rock paintings have been traced back to as early as 4000 B.C.E. Throughout history, the only constant in advertising is that it will rely on any available developments to reach the largest possible share of consumers.

The digital revolution brought about a giant leap in technology as we knew it. Consumers typically had Internet-connected computers in their homes, and most began carrying them in their pockets as well. Online-enabled hardware littered the landscape, setting up an unprecedented amount of data collection points. As businesses have worked to organize and understand this information, their abilities to communicate with consumers have greatly improved. Personalized advertising, long in existence, has evolved to its next phase—personalized videos.

“Personalization” and “customization” are rampant buzzwords when it comes to modern marketing and advertising, and there is good reason for this. Numerous data points show that consumers across an array of demographics prefer to be communicated with in a way that feels unique and tailored. Today’s consumers want specific, customized products that fit their identity.