Ideally, you would be showing all users a relevant ad personalised to them, whether that be based on their interests or how they have already interacted with your site. But, getting that granularity in terms of creative content can often take time and most certainly costs as campaigns develop and insights surface. We want to solve this Creative = Money + Time issue for you.
So what is the solution?
A dynamic creative is a template asset with elements which are flexible in content. For instance, any highlighted part of the below creative can be changed and updated instantly.
Image source: richmediagallery.com
How is this different to Tailored Creatives?
Tailored creatives are great for performance. They allow us to target a defined segment of users with a creative that will best resonate with them. However, tailored creatives need to be built individually, which requires additional time and money to be spent on the creation and trafficking processes of a campaign.
We want to reduce this money and time commitment by allowing your campaigns to react in real time to live performance. Additionally, this allows us to focus on optimising your creatives and campaigns to deliver optimal results. This can be achieved by utilising dynamic creatives.
The main benefits and uses of dynamic creatives are:
- Make content flexible and swappable
- Allow us to create rules to automatically show the right content to the right audience
- Reduce the number and therefore cost of creatives
- Adapt creatives based on their dimensions, making mobile work best for you
- Eliminate all turnaround times between creative sets
- Instant changes to creatives off the back of detailed optimisation
Sounds great, how do we start setting this up?
There is no set way of developing a strategy for dynamic creatives. We have a whole range of strategies you can start off with (or even merge) depending on your brand/clientele/marketing approach. Keep a look out for when Part 2 of this blog gets published in a few days. We would typically recommend you start off with one prospecting and one remarketing strategy to ensure coverage across the purchasing funnel and develop further approaches from there.
We are already doing some creative testing, do we have to abandon these?
Definitely not! Another great thing about running dynamic creative is that they can be overlaid with other testing. See James’ blog fore more details on that. You can continue to do A/B testing to see what messaging or landing pages work better or add sequential strategies to tell your users the story of your brand.
Get in touch to talk to one of our dynamic experts to get recommendations for your brand.