Dynamic creative platforms allow brands to serve the right creative, to the right person, at the right place and time.
But, with all these “rights,” many advertisers are still getting it wrong when it comes to using dynamic creative platforms in programmatic and other data-driven environments.
So we’re offering four reasons to tackle those challenges head-on by explaining what there is to gain by doing dynamic creative correctly.
Dynamic Creative Done Right = Less Spend
The benefits of using a dynamic engine to build and serve ads based on data inputs include increased efficiency and improved targeting. Efficient, because assembling creative elements in real-time removes the need to build and store dozens of versions of the same ad, requiring less time-consuming work from creative teams and ad servers. This aspect helps overcome the fears that creating personalized ads is more resource-intensive (read: expensive and complicated!) than serving generic creative.
Dynamic Creative Done Right = Improved Targeting
Improved targeting is often considered in the context of retargeting and direct response initiatives, where creative is generated based on a user’s web history, or location in the case of geo-based offers. But branding initiatives can also benefit from data-driven creative, especially when you consider that consumers indicate a preference for brands that engage them on their own unique interests, and ignore ads that seem irrelevant. Marketers who fear they’re just “starting to evolve” towards a robust dynamic creative solution can’t wait much longer to find a partner to deliver the best messaging for any particular customer.
Dynamic Creative Done Right = Optimized Assets
The icing on top of the dynamic creative cake is optimization. Typically, optimization occurs when buying media, based on parameters set by a brand, agency, trading desk, or DSP. But, with the use of a dynamic creative engine, feedback based on performance of various creative combinations can be used to determine which creatives should be served more than others. Does a certain CTA generate more conversions? Is one version of a video earning a higher video completion rate? It’s possible to use this type of information to inform creative serving decisions, and improve campaign results.
Dynamic Creative Done Right = More Pay Off
A recent study of ads served in Facebook demonstrated that dynamically created ads boosted ROI (return in sales revenue on the cost of the ad spend) by more than 5x! Unless you have money to burn.
So how do you get things “Done Right”?
Make sure you’re creative team meets the following criteria:
- Shows Flexibility: Brands should be able to design the creative they want, not be forced into a pre-existing templates.
- Understands Integration: Considering that many dynamic campaigns are high-volume and involve many data partners, use a DCO platform that can work with any data providers and publishers.
- Knows Cross-Channel: Working with multiple partners for display, video, and mobile can lead to extra work for media and creative teams, as well as headaches when it comes time to consolidate reporting. Finding one partner to handle the entire dynamic campaign can help preserve the integrity of the resulting ads.
- Provides Real Service: Most advertisers find that the intricacies of setting up delivery rules, monitoring targeting, and pulling creative-level reporting can be cumbersome. A strong DCO team will have not only the technology to serve your campaign, but the resources available to support your brand when needed.
When all of this is in place, you can look forward to an effective dynamic campaigns, where the right creative is served to the right person at the right place and time – with the right results!