By Alyssa Alheid Cooke

Each day on the Internet, consumers are hit with so much information that if an ad has any chance of piquing their interest, the content must resonate with them. Dynamic advertising can help advertisers take on the challenge of enticing users by serving them relevant information at the right time. The supercharged cousin of standard HTML5 creative, dynamic creative allows you to quickly and easily swap out content and tailor your ads to the individual.

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DoubleClick Dynamic Creative

Dynamic creatives often look similar to standard creatives, but there is more going on than meets the eye. Because dynamic creatives are bound to dynamic feeds, there are a whole host of cool and useful things they can do to give consumers a more personalised advertising experience.

standard vs dynamic creative


One of the biggest selling points for dynamic creatives is their ability to be personalised to specific users and audiences. Dynamic creatives can change and adapt to different data signals like time, weather, location, demographics, and user behaviour using XML and Google Doc feeds. This makes it easier to show consumers ads with relevant messaging and imagery under the right circumstances. 

By using an XML feed which contains information like product ID, product name, images, prices and URLs, ads can truly be customised for an individual user. User behaviour can be tracked on the advertiser’s website, which then links to the XML feed and lets you show specific products that will interest them.

Dynamic XML feed creative

You can also set up rules in DoubleClick Studio that will affect what types of content the user will see. A common example is to have a rule showing the user products they’ve viewed, followed by products in a similar category, and then any products in stock as a default. If the user goes to a website and leaves immediately, they will still be shown products in stock, but it will be random, bestselling or new products depending on the rules the advertiser has set up.

DoubleClick prioritization rules

Google Doc feeds allow you to use one creative template to show appropriate messaging to users throughout the funnel. It is here that you can change the appearance of your creatives with a few simple steps and target different audiences.

Google Doc creative
Google Doc ad feed

As standard creatives aren’t attached to any feeds, their ability to be personalised is more limited. They are good for getting your brand out there and gaining reach, but are difficult to tailor to each audience without extensive duplication and amendments. This is because all their content is predetermined and not influenced by user behaviour.

Flexibility & Longevity

Dynamic creatives are the kings of flexibility. They can be used for both prospecting and remarketing campaigns and adapt to work for all levels of the digital marketing funnel, depending on your strategy.

Whereas standard creatives have a fixed design, dynamic creatives can be altered for use in many types of campaign, all from one template. For example, you can switch promotional roundels on and off, change colours and imagery to reflect the time of year, and adjust messaging to be aimed at different audiences.

Example of dynamic creative

This means dynamic creatives have greater longevity than standard creatives, because the feeds allow changes to be made to the template efficiently without having to go back and amend the files. If you want to change your call-to-action or refresh your logo for instance, all you need to do is adjust it in the Google Doc feed and re-sync to update. No duplication of creatives or time-consuming editing necessary.

Ease of Testing

Testing is easy with dynamic templates because assets can be quickly swapped or replicated so you can test multiple versions at the same time. This prevents you from having to make copies of the same creative with different content. You can also use audience segmentation for A/B testing by copying rows in the Google Doc feed to show messages to users based on traits like age, gender, and interests.

Dynamic creative example

If you are an advertiser that hasn’t done a lot of testing and optimisation or is just starting out in the world of digital advertising, standard creatives are a good stepping stone to bigger things. They will help you gain as much data and insight as possible about your target audiences and will give you a good idea of which direction to aim your fully fledged dynamic campaigns in the future. However, if you are wanting to do more advanced personalisation and testing, dynamic will see you through.

Wrapping It Up

Personalisation is the key to reaching an audience in today’s era of digital advertising. With dynamic advertising, it is now simpler than ever to create impactful, captivating ads that will encourage consumers to engage with your content.

Recap of the benefits of dynamic:

  • Easily personalised and modified for a specific user or audience
  • Infinitely customisable template with swappable elements
  • Adaptable for use in any type of advertising campaign
  • Longer shelf life
  • Simplifies testing


We have a dedicated team who work on building HTML5 creatives, including standard, rich media and dynamic. Get in touch with us now for more information and a quote.

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